Many companies have created the position of a chief marketing technologist (it may go by different names in different companies).
A chief martech is a person who is equally comfortable and knowledgeable about both marketing and technology. They can act as a link between marketing and IT, explaining the needs of marketing to IT, and the requirements of IT to marketing.
They can help make evaluations of marketing technology, which makes up more and more of a modern marketing department’s budget, and martech vendors. (In 2012 Gartner predicted that by 2017 CMOs would be spending more on technology than CIOs.) And they can help assure that marketing technology is aligned with business goals.
The chief martech is probably not the CMO or VP of marketing.
Today marketing has advanced far from the creative origins of many of its practitioners. Increasingly data and technology are being used alongside intuitive insights and creativity to get the job done. That’s why the role of the chief marketing technologist was created and is becoming increasingly necessary.
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