LMAtech2014 - The Changing Role of the Chief Marketing Technology Officer - White
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the changing role of the chief marketing officer Stephen White, Principal Greenfield/Belser Ltd. [email protected] | 202.420.7554
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CMTO: The changing role of the Chief Marketing (Technology) Officer Stephen White, Principal, Greenfield/Belser Ltd. Digital marketing is revolutionizing how firms communicate with clients and prospects. New channels for communication and big data are giving rise to a new title, Chief Marketing Technology Officer (CMTO). Unlike a traditional CMO who uses left brain thinking to deliver creative campaigns, the CMTO uses right brain thinking to process vast amounts of data from various sources in order to make accurate and actionable decisions – delivering highly targeted multichannel messaging to the right people at the right time. In a recent survey of over 160 marketing executives, Spencer Stuart determined that roughly 70% believed that creativity was just as important as analytical ability. While only 19% believed that their teams were prepared for the convergence of marketing and information technology. Those that can bridge the gap are in high demand. Are you ready? In this 10-minute talk, we will define the new role of CMTO and explore simple ways traditional marketers can meet the demand for right brain thinking.
Transcript of LMAtech2014 - The Changing Role of the Chief Marketing Technology Officer - White
the changing role of the chief marketing officer
Stephen White, PrincipalGreenfield/Belser Ltd.
[email protected] | 202.420.7554
agenda
the changing role of CMO defining the new role of CMTO the market for enabling technologies explore simple ways traditional marketers can bridge
the gap between creative and analytical thinking learn how the CMO landscape is changing, as well as
the role of a CMTO
the changing role of CMO
digital marketing is revolutionizing how firms communicate
new channels for communication and big data are giving rise to a new title
the CMTO or CMT uses right-brain thinking to process vast amounts of data, in order to make accurate and actionable decisions
marketers that can bridge the gap between left- and right- brain thinking are in high demand
defining the new role of CTMO
the CMTO/CMT is a cross between a traditional Chief Marketing Officer and the Chief Technology Officer
the CMTO/CMT is responsible for aligning marketing technology with business goals
the CMTO/CMT must architect and implement a data-driven strategy that is designed to fuel growth
the CMTO/CMT is not only expected to purchase more of their own technology, but to influence technology purchases across other departments
by 2017, research firm Gartner predicts marketers will spend more on technology than IT will
the market for enabling technologies
technology spending by companies is often a good indicator of important business trends
technology vendors are in a heated battle for supremacy in the marketing cloud
technology vendors like Oracle are increasingly marketing to marketers
technology analysts predict spending on enabling technologies could be in the billions, maybe even trillions
bridging the gap
marketing technologies are within easy reach of most small and midsized businesses
most firms have already embarked on their journey by implementing CRM and email distribution technologies
firms that learn to harness the power of these enabling technologies will have a distinct advantage
bridging the gap between left- and right- brain thinking
REVENU
ES
MARKETING to Prospects, Pursuits, and Clients
SALES to Pursuits and Clients
SERVICE to Clients
Advertising Social Media Speeches EventsDirect Client
ContactDirect Pursuit
Contact
Articles Collateral Tradeshows Proposals Direct ClientCollateral
Direct PursuitCollateral
MES
SAG
ING
AWARENESS INTEREST CONVICTION DECISION ACTIONUNAWARENESS
External People
For theService Delivery
Professional
PASSIVE
Less ChallengingLess PersonalLess DirectLess Effective
ACTIVE
More ChallengingMore PersonalMore DirectMore Effective
integrating marketing, sales and service
fin
