Marketing is partly a creative endeavor and partly a data-driven one. There’s one common denominator for both the left-brain and right-brain side of things, though: Technology fuels the marketing efforts of both large and small organizations. Marketing technology (Martech) tools include such staples as CRM platforms, marketing automation solutions, social media management platforms, and B2B e-commerce technologies. As a marketer, you need these (and other) technologies to do your job effectively. Exactly whose job is it to budget for, vet, implement, and appropriately leverage all these available tools across a variety of channels? The answer might just be found in the rise of the marketing technologist—let’s explore the research.
We’re about to break down a recent report titled Modernizing the Mix: Transforming Marketing Through Technology and Analytics, produced by marketer-aligned data firm Dataxu. They surveyed more than 500 marketers from around the globe. Many different levels of marketing budgets were represented (ranging from $149,999 to $1.45 million annually), and about two-thirds of respondents had 500 or more employees. The interesting thing about Dataxu’s survey is they interviewed primarily senior level personnel—CMOs, Directors of Marketing, and more. Here’s what they found:
Being “mainly responsible” for anything in an organization isn’t exactly confidence-inspiring. You might as well add “spread-too-thin” or “doing the best they can under the circumstances.” Your organization can’t afford to approach Martech that way. It’s too important.
It’s true that we’ve seen marketing suites change significantly over the years, and we’ve even discussed how the personality profiles of different C-suiters mesh with the typical CMO. In essence, the players in the game have changed because the game itself is changing. There are new tools, new responsibilities, and new channel priorities in this digital age, and organizational structures are shifting to meet this evolution.
Now, we can add CMT to the list of up-and-comers. Currently, 66 percent of organizations around the globe say they have a CMT (see Figure 2). As you’ll see, the role is more popular in Europe than it is in the US, but it might not be that way for long. What you won’t see from the graphic is that 26 percent of US marketers surveyed said they were actually planning to fill the CMT role in the next year. (The same goes for 42 percent of CMT-less organizations around the globe.)
It’s clear to me that the number of ways for marketers to harness the power of technology to more effectively reach their target audience and ultimately drive conversions isn’t dwindling—rather, it’s exploding and will continue to do so. Who’s leading the Martech charge at your organization? Is that arrangement working, or do you think adding a CMT would make your department more dynamic and efficient? I’d love to hear your thoughts.