The Need for Technical Marketing Leadership in an Organization

Marketing has never been more closely coupled with technical tools. Marketing technology poses more than an implementation challenge. Choices in marketing technology affect customer experience. Different pieces of marketing technology must be coordinated and optimized. Real-time marketing requires tools and technical savvy.

This article from Advertising Age makes the case that organizations should add a chief marketing technologist position to handle these challenges. A CMT needs to be skilled in both the marketing and technology domains. Marketing savvy is what would separate this position from an IT technologist working on marketing's behalf. Technology expertise is now an essential part of marketing.

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