The New Stuff

Team Planning with Kanban
479 Views

How to Select Your Marketing Technology Leader


Marketing technology and business acumen are the most important skills

The CMO’s adoption of technology within marketing is happening! Now that marketing is using technology (martech) faster than most other departments within the company, it is now asking itself how to make better use of what it has setup in order to provide better efficiencies and effectiveness. Marketing departments need to hire a Marketing Technology leader or Chief Marketing Technologist (CMT) to help relieve the pain and increase the benefits of martech. According to a 2014 Gartner study, 81% of large companies now have a Marketing Technology leader (or CMT).

Selecting a Marketing Technology leader may not seem straight forward for the CMO. Should the leader come from within IT or Marketing? A recent report titled “Analyzing the Chief Marketing Technologist” (The Report) from both SapientRazorfish (formerly SapientNitro) and Scott Brinker helps CMOs answer this question by breaking the Marketing Technology leader down into six roles (or archetypes).

The 6 Different Backgrounds of Marketing Technology Leaders

SapientNitro's 6 CMT Archetypes about Marketing Technology LeadersMarketing Mavens 

The Report determined that “Marketing Mavens” represented the largest archetype (26%). This group claims to have the strongest background in marketing strategy and weakest in web optimization.

Being in this category likely means you could fit into one of the following job descriptions:

  • Marketing Manager
  • Marketing Segment Manager
  • Director, Marketing Strategy
  • Customer Experience Manager

Data Divas

The Report lists data divas as the second largest archetype. This group comes from the analytics side of marketing operations including those in the still newer area of data science. One of the clear expectations from marketing technology is its ability to create more robust tracking in an omnichannel world. I can see how this might fit into the top of the list, but are those from the data side also technically savvy enough to understand martech implementation? Some are, yet some aren’t. The recent Tag Management platforms within analytics tools are certainly creating the need for analytics experts to be more and more technically savvy.

Being in this category likely means you could fit into one of the following job descriptions:

  • CRM Manager
  • Director, CRM and Database Marketing
  • Database Marketing Manager
  • Manager, Data Science
  • Customer Experience Manager

Content Curators

One of my favorite areas of marketing is content marketing. The Report lists this group tied for third with Infrastructure Architects as being those I would possibly consider being a marketing technology leader. Why? Content curators are pressured to stretch content to play a role in each stage of the sales funnel. As they think through content planning and execution they’re integrated with all areas within the marketing discipline. These experts also have to apply technical tools to optimize content and track its performance.

Being in this category likely means you fit into one of the following job descriptions:

  • Content Manager
  • Content Marketing Manager

Infrastructure Architects

The Report’s view of another likely marketing technology candidate is the infrastructure leader. This professional likely comes from the IT-site of the house or is the main technology manager with marketing who helps setup the plumbing of the martech stack. Infrastructure Architects know development and systems integration.

Being in this category likely means you fit into one of the following job descriptions:

  • Senior Web Development Manager
  • Senior Solutions Architect
  • Manager, IT and Web Services
  • IT Development Manager

Experience Engineers

The Experience Engineers are a level below the Infrastructure Architects. They are in and have constant hands on knowledge of tools and systems (i.e. Salesforce, Sitecore, Tealeaf, Adobe, etc). Their proficiency combined with business acumen allows them to be on this list as potentials for marketing technology leaders. In my opinion, these engineers will be best leaders in smaller companies.

Being in this category likely means you could possibly fit into one of the following job descriptions:

  • [Insert tool name] Administrator
  • Web Content Manager
  • Web Optimization Manager
  • Digital Technology Manager
  • eCommerce Architect
  • Frontend Architect

Media & Marketing Analyzers

The final group from The Report are the Media & Marketing Analyzers who’s key skills are in the areas of audience management and segmentation. These colleagues can come from the advertising side of marketing where paid advertising targeting is coordinated or on the analytics side where defining personas, users segments and pulling data reside.

Being in this category likely means you fit into one of the following job descriptions:

  • Web Analytics Manager
  • Advertising Manager
  • Integrated Marketing Manager
  • Marketing Research Manager
  • CRM Manager

I’d like to separate out a 7th archetype to the list, those who fit into the “Digital Marketing” category. This is not necessarily how SapientRazorfish report was written, but from my experience, I believe this archetype is uniquely suited to lead the martech area. Many in this job class may have come up through a few separate ranks.

Being in this category likely means you fit into one of the following job descriptions:

  • Digital Marketing Manager
  • Digital Marketing Specialist
  • Digital Marketing Campaign Manager
  • Interactive Marketing Manager

What do you think? Are there other job classes you feel would make good marketing technology leaders? Comment on this post and share your opinion!

Feature Image Source: Shutterstock
Graphic Image Source: SapientRazorfish

Recently Published

article image
»

Marketing Automation Technology Manager- Vizient

Job description When you’re the best, we’re the best. We instill ...

The new CBT benchmark, myTrailhead
»

Why Salesforce myTrailhead Will Make You Question CBTs

Learning should be more fun and engaging than the standard CBT Does ...

MarTech Org for Beginners
»

A Beginner’s Guide to Setting Up a MarTech Team

Once size doesn’t fill all when establishing a MarTech ...

MarTech Career Opportunities in October 2017
»

Careers in Marketing Technology – October 2017

This month, the Marketing Technology Office found the following ...

Team Planning with Kanban
»

How to Select Your Marketing Technology Leader

Marketing technology and business acumen are the most important ...

The Value to CMOs Adopting AI
»

What CMOs Need to Know About AI

Artificial Intelligence (AI) is a hot topic these days and because of ...

MarTech Stack Documentation template featured image
»

Free Template – Document Your Marketing Technology Stack

According to Scott Brinker of chiefmartech.com, there are now over ...

Top 10 MarTech Twitter Feeds
»

The 10 Best MarTech Twitter Feeds to Follow

After just recently launching the Marketing Technology Office blog, I ...

»

The Ultimate Mobile App Messaging Cheat Sheet

The growth in mobile is staggering. We’ve all heard and read ...