'CMTO', 'staffing' in The MarTech Digest

How the Role of Chief Marketing Technologist is Changing - Gartner | The MarTech Digest | Scoop.it

From blogs.gartner.com - August 18, 2014 6:15 AM

Digest...

Properly scope the role. Make sure you’ve defined the role as a strategic advisor to marketing, as one who can help you monitor, assess then implement emerging technologies that are on your critical path to compete; that are on your critical path for growth.

Align the role with business strategy. If your number one business initiative is to compete more effectively in the digital economy, to avoid losing share to more digitally-savvy competitors, you’ve got a situation any good CMT wants to tackle.

Focus the role on growth. Survey after survey reveals growth as a leading initiative in organizations across all sectors. There are many ways to grow a company, and the digital economy presents unique opportunities to increase wallet share, upsell, cross sell, and offer new products to new customer types. Your CMT can help you put definition around of these strategies, then help you set priorities.

Think customer experience. The digital economy is all about delivering a seamless, compelling customer experience across a greater set of digital channels, touchpoints and communications. But integration is key here. Your CMT, as part creative, part marketer and part technologist is the one most tasked with initiatives that aim to compete on customer experience. This is not an area where traditional IT excels. Today’s CMT however, has expertise, background and knowledge of how experience can be a competitive differentiator.

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Study: Marketers Seeking In-Department Technology Officers - Demand Gen Report | The MarTech Digest | Scoop.it

From www.demandgenreport.com - May 7, 2014 9:40 AM

Intermediate/ Digest...

Nearly two thirds of the respondents (63%) say they have too many marketing technology vendors to manage. More than half of the study’s respondents (53%) use five or more discrete marketing technology solutions, including marketing automation software, CRM, email marketing and social media tools.

Additional key findings include:

The top three marketing priorities for mid-sized companies in 2014 are to acquire new customers (87%), increase customer retention (86%), and increase brand awareness (80%);

79% of marketing executives say it’s a challenge to get (and hold) the attention of target customers, and 72% say it’s difficult to find their target audiences online;

70% agree that marketing has become more challenging, despite (or, perhaps, because of) the wide range of technology solutions available to them;

53% of mid-sized companies use five or more marketing technology solutions. 15% use 10 or more; and

79% of respondents somewhat or strongly agree that online communities are a “critical channel” for their marketing efforts. By the end of the year, 77% of respondents say their companies plan to have online communities in place, 90% of them including customers, 77% including employees.

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How the Role of Chief Marketing Technologist is Changing - Gartner

Study: Marketers Seeking In-Department Technology Officers - Demand Gen Report