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Are we ready for the CMTO? - Enterprise Innovation

Are we ready for the CMTO? - Enterprise Innovation | The MarTech Digest | Scoop.it
From www.enterpriseinnovation.net - October 28, 2016 12:17 PM
With the Gartner 2015-2016 CMO Spend Survey noting that 33% of marketing budgets are spent on technology, the case for the chief marketing technology officer (CMTO) is on the rise--again.

The new role highlights the increasingly tight links between marketing and technology needed to drive marketing campaigns, and the need to wade through an immense number of technology products available in the market.

The survey noted that CMOs are gaining bigger budgets in the 2016-2017 period for the third year in a row.
Joemktg's insight:

More from the recent Gartner report.

 

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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What's a Chief Marketing Technologist and How do I Get to be One? - Oz Content

What's a Chief Marketing Technologist and How do I Get to be One? - Oz Content | The MarTech Digest | Scoop.it
From ozcontent.com - October 12, 2015 9:45 PM

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

Joemktg's insight:

I'm starting to believe that if you have a CMO and a CMTO (or CMT), then no one is really responsible for marketing.

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The Chief Marketing Technologist: Bridging The Gap Between Technology And Creativity

The Chief Marketing Technologist: Bridging The Gap Between Technology And Creativity | The MarTech Digest | Scoop.it
From www.readability.com - September 9, 2015 8:39 PM

MarTech is the New Black. Get fashionable. 

Joemktg's insight:

If you can afford the CMT and CMO positions, then the line of demarc is clear: the CMT must report into the CMO. Otherwise, look for the combo.

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The Chief Marketing Technologist: Luxury Or Necessity? - CMO.com

The Chief Marketing Technologist: Luxury Or Necessity? - CMO.com | The MarTech Digest | Scoop.it
From www.cmo.com - February 10, 2015 7:22 PM

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com.

Joemktg's insight:

And it needs to be continually stressed: the CMO must take on a technical role and, in fact, become technical.

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CIOs Will Lead The Digital Change – Or Be Usurped - In 2015 - Forrester

CIOs Will Lead The Digital Change – Or Be Usurped - In 2015 - Forrester | The MarTech Digest | Scoop.it
From blogs.forrester.com - November 10, 2014 9:00 PM

Digest...


In particular, we predict that CIOs will:  

•  Accelerate the business technology agenda. In 2015 CIOs will focus more investment on their firm’s BT agenda — the technology, systems, and processes to win, serve, and retain customers. The BT agenda will capture the majority of new project spending by 2017, with overall BT spending rising by 10% or more per year. CIOs need to change how parts of their tech management organizations work — governing and measuring them based on business outcomes instead of on project execution.

•  Get in front of the digital change – or be usurped. As CEOs understand the impact of the age of the customer, they will expect their CIOs to work side-by-side with the other business leaders —especially CMOs — in leading the transformation to digital business and in orchestrating the end-to-end services and operations so vital to effective customer experience. Although some firms have appointed a Chief Digital Officers to lead that effort, 2015 will be the year that CIOs can prove thatthe CDO role is unnecessary.

 

 

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Joemktg's insight:

Unless the CMO deep IS/IT experience, I don't see the CMO usurping the CIO. Even the CMTO will be hard pressed to manage the CIO function. If there's any usurping around, it'll involve a headhunter with a bevy of other CIO candidates.

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Marketing Technologists As Marketing Transformation Sherpas - Shawn Goodin

From www.slideshare.net - August 24, 2014 6:00 PM

From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Marketing Technologist as Marketing Transformation Sherpa


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Joemktg's insight:

Even though you won't have the associated script, it is discernible and valuable.

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5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice

5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it
From www.smartinsights.com - August 19, 2014 9:53 PM

Digest...


By thinking through and then implementing some of these following six steps, you can save time, reduce waste and improve operational marketing management.


>> Get everyone pulling in the same direction. Defining business and marketing objectives first is crucial, your most powerful leadership tool is clear and specific objectives. Define your battleground, understand where your efforts are likely to have the greatest impact to the goals you have set.


>> Identify the decision-making and operational structure. Defining individual roles within a framework will help prevent unnecessary overlapping and waste of resources. Once people have a clear suite of accountabilities and see how they fit within the team to help achieve the goals you will have an empowered and focused team. For marketing operations involving more than one team, decide if units will operate under a centralised decision-making structure, or whether local teams will have more tactical decision-making autonomy.


>> Design efficient, tailored processes. To run as smoothly as possible, each aspect of the marketing plan should be guided by a process which takes into account the decision-making structure, available resources, technology and internal and external policies. Designing efficient processes can require some trial and error, so be prepared to adapt them as necessary.


>> Use data to measure marketing performance. Data-driven marketing allows you to continually measure performance and adjust strategy so you’re always on course to reach goals it also removes the HIPPO effect and reduces time debating opinions. Work together with stakeholders to define performance indicators and ensure they are closely aligned with sales and business objectives. Make data-driven marketing efficient by automating report generation.


>> Utilise Technology. While I wouldn’t recommend chasing the next shiny new object, technology can be a great enabler. Tools such as the Adobe Creative Cloud, Basecamp, Google Docs and Dropbox have made traditional labour intensive and time-consuming tasks easy and accessible.

 

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Joemktg's insight:

Should this come from Marketing Ops, or the CMO/CMTO?

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[FREE REPORT] Next-generation marketing and the CMO-CIO divide | #TheMarketingTechAlert

[FREE REPORT] Next-generation marketing and the CMO-CIO divide | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From landing.lyris.com - February 24, 2014 7:00 AM

The stakes are high for bridging this gap. Achieving a tighter bond between these two critical enterprise roles will greatly increase the odds that organizations end up with a digital marketing platform that not only leverages existing IT investments and minimizes integration headaches, but also delivers the services CMOs need to meet customer expectations for truly contextual multi-channel engagement.


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Joemktg's insight:

More on the perceived gap between CIO and CMO. CMTO is not the right solution for either party.

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Enter the Chief Marketing Technologist - Direct Marketing News | #TheMarketingTechAlert

Enter the Chief Marketing Technologist - Direct Marketing News | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.dmnews.com - February 21, 2014 8:15 AM

Advanced/ Excerpt...


Companies in the study that have a chief marketing technologist seem to place more value on marketing efforts—at least if you look at the marketing budgets. Organizations with this position doled nearly 12% of revenue on marketing. Those without the role spent just 7%. What's more, the report indicates that those with a chief marketing technologist are more likely to increase their marketing expense budgets in 2014, with much of that expansion allocated to digital marketing.

 

As the role continues to evolve, so could the title, duties, and expectations. Analysts at Gartner predict that by 2017 the chief marketing officer will spend more on technology than the chief information officer. This finding implies the chief marketing technologist will grow in influence and visibility. More companies need someone to lead the day to day management of marketing technologies. And as companies incorporate and innovate more technology for marketers, this position will be one that a growing number of companies will need to succeed.

 

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Joemktg's insight:

I'm starting to become wary of the CMTO role vis-a-vis the CMO and the CIO, and thinking that given the depth of marketing technology and the functionality that it brings to the table, that perhaps we're subtracting by adding. Something will have to give.

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Marketing + IT = Chief Marketing Technology Officer [Infographic] - GetElastic | #TheMarketingTechAlert

Marketing + IT = Chief Marketing Technology Officer [Infographic] - GetElastic | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.getelastic.com - February 17, 2014 5:20 AM
Marketing + IT = Chief Marketing Technology Officer [Infographic] - Digital Commerce, Information Technology, Marketing

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Joemktg's insight:

The CMTO is the CMO. Or vice versa. You don't need two.

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