Marketing is rapidly becoming one of the most technology-dependent functions in business. In response, a new type of executive is emerging--the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. They go by various titles, but they share a common job, intersecting with four key stakeholders in the organization: (1) The CMO and other senior marketing executives. Here, the CMT supports strategy by ensuring technical capabilities and advocating for approaches enabled by new technologies. (2) The CIO and IT. The chief marketing technologist facilitates and prioritizes technology requests from marketing, translating between technical and marketing requirements and making sure that marketing's systems adhere to IT policies. (3) The marketing team. The task here is to ensure that the marketing staff has the right software and training. (4) Software and service providers. The CMT assesses how well outside vendors' technical capabilities meet marketing's needs, helps integrate the systems, and monitors their performance. A thumbnail profile of Mayur Gupta, the global head of marketing technology and operations at Kimberly-Clark, shows just how open-ended the CMT role is and why an executive fully at home in both marketing and IT is essential for the job.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-R1407F

発行日：2014/7/1

登録日：2014/7/14