The Role of the Chief Marketing Technology Officer (CMTO)
Technology is an increasing part of the marketing budget. In 2020, 18-21% of marketing spend was on technology. The list of systems - from Customer Relationship Marketing (CRM) to Marketing Clouds, Customer Experience Management platforms... The CMTO understands marketing, but also gets digital. The role is to make sure that investment decisions are made in a way that deliver ROI.
CMTO - Job Description
The CMO knows about marketing. The marketing landscape has changed and is changing rapidly and the driver of that change is technology - digital tools, systems and solutions of varying usefulness delivering different levels of return on investment.
The CTO knows about tech, but has probably not had to think about the impact of that technology on the brand. A CTO can make decisions based on a type of architecture or IT policy, but will find it hard to understand exactly what a marketing user needs.
The CMTO understands both marketing and technology. Their role is to understand the user cases and requirements and outcomes relating to marketing and source the best technological solutions. Managing the interaction between systems is also integral to the role.
Chat with us Now - Or Book Appointment
Marketing Solutions RFP Management, Vendor Management
How to choose marketing technology? Marketing systems include:
- Customer Relationship Management (CRM)
- Customer Experience Management (XM) including surveys, A-B testing capabilities.
- Digital Experience, or Content Management (CMS)
- Ecommerce Tools for conversion including enhanced search, recommendation engines.
- Email Marketing Service (EMS)
- Marketing Clouds
- Ad platforms
- Loyalty systems
- Customer Data, Consent systems
- Social Media Platforms & Tools
- Analytics & Insights
Each of these systems will have requirements from users (people in the marketing function) and customers that need to be balanced against the available budgets and business outcomes. If you don;t want to have the full CMTO package, we can also look after your RFP process.
Other Roles of the CMTO
Other responsibilities of a Chief Marketing Technology Officer
- Channel Optimization - Google, Facebook, Amazon
- Media Buying/CAC and Bid-Optimisation
- Retention & Loyalty Programs
- Intelligent Audiences, Customer Values & Likelihoods, segmentation
- Data Modeling / Machine Learning, Marketing Automation and Algorithms
- Triggered / Real-time communication
- Customer Journey Mapping
- Testing & Personalization
- Omni-channel communications