The Case for a Chief Marketing Technologist If Technology Is Now a Strategic Dimension of Marketing, Who Should Lead It?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Ad Age, 9/29/10

We have entered a Golden Age of marketing technology. There are now thousands of software applications built for nearly every aspect of marketing. We have more choices, with more capabilities, at more attractive economics, than ever before.

Yet most marketing organizations today lack the technical leadership to fully harness this power. Previously, technology management didn’t need to be a core competency of marketing. It was sufficient to rely on a hodgepodge of the IT department, outsourced providers and vendor consultants. The translation of a high-level marketing vision into its technical implementation was considered largely “in the weeds.”

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