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Today, I’m giving one of the opening keynotes at the Gilbane Conference, making the case for why marketing technologists are amazing, Neo-like characters in the marketing world equivalent of The Matrix.
I could have given you a hint that he previously worked at SapientNitro, a leading interactive agency. Marketing automation, CRM, analytics, social media, data management platforms, demand-side ad platforms, search optimization, e-commerce, web sites, landing pages, mobile landing pages, content marketing workflow, gamification — the list goes on.
Assembled in 2012, that diagram is also woefully out of date (it’s grown since then).
Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix. Marketing must be able to wield technology as a native capability in its strategy and tactics. So, imagine a new technical management role in the marketing department that would own this mission — say a chief marketing technologist. This marketing technology leader would report up to the CMO, because this is a marketing mission. This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms.
The sweet spot is a marketing department that is growing its technology expertise and is given an appropriate level of tech authority to match. Technical talent must become native to marketing because to deliver customer experiences in a digital world requires fluency not just with art and copy, but also with code and data.
It’s inspiring a new generation of professionals who blend both of these disciplines.
These are now many of the hottest positions in business today — they’re in tremendous demand. Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change.
Scott – how might one tweak the CMT job description to fit a search for such a beast in city government? It’s the combination of their talents — increasingly blended into hybrid roles such as marketing technologists, creative technologists, growth hackers, and data scientists — that represents the vanguard of modern marketing.


But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials. Let me emphasize: this is just sample of a few hundred, from a marketing technology ecosystem of thousands of products.
Primarily because the world is changing so rapidly, and it’s changing marketing with it. And these days, more people can create software — faster, cheaper, and easier than ever before.
So many of the experiences we have, so many of the communications we share, are entirely digital.
How different analytics packages measure events, relate them to each other, and visualize trends and exceptions will color how you perceive your audience. The way your marketing automation software was designed, its capabilities, its user interface — what is easy or hard to do — will shape your operations. Your choice of social media listening software will influence who and what you pay attention to and how your engage with your audience in different situations. The creative capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices. CRM software impacts how you manage your relationships, offering different ways to structure and harness all the data you collect on your audience. But it also coordinates with IT fully and takes responsibility for adhering to proper IT governance. According to Gartner, over 70% of large high-tech companies already have someone in this role (although the titles vary). And the marketing teams who can create the best experiences will rule this marketing matrix. But technology must entwined into marketing’s DNA, along with storytelling, design, and customer affinity. As someone who works on the IT and marketing side, it’s wonderful to see this being highlighted. I always felt I was a kind of hybrid monster because either you are a marketeer, either you are an IT.


It articulates what I think is an unheard voice in both the engineering circles and marketing circles.
If I am a traditional marketer, what can I do to gain the same level of experience (or at least understand how to work most effectively) as a marketing technologist? The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing. And even those that happen in the physical world are within reach of digital influence in a matter of seconds — in some cases, even milliseconds. And by living in marketing, this role helps other marketers get the most out of technology.
But the real revolution in marketing is a shift from producing communications to delivering customer experiences.
Marketing technologists — especially the role of a chief marketing technologist — can help marketing ride this wave of change, instead of being swept beneath it. Ive watched the evolution take place over the last few years and the organizations who embrace this, excel rapidly.
We’ve just identified the need for a CIO for a more holistic approach to technology integration across various business processes including marketing.
I believe that the scale and diversity of this landscape will continue to grow for the foreseeable future. Marketing has more software solutions available to it today than any other business function in the entire history of computing. Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel. He rose to become a Technical Director, with significant influence and authority over the technology of the business. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time.



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