Martech – Fix the DNS with the new IP for your SaaS CRM ASAP

March 17, 2008 in Knowledge Management, Knowledge Organisation, Knowledge Wealth, Marketing Technologists, SaaS, Semantic Web

The Rise of the Martech!

Who is a chief marketing technologist?

What is the role of a chief marketing technologist?

Short version: a chief marketing technologist (CMT) is the person responsible for leading an organization’s marketing technology.

A company may or may not be a “technology” business, but in today’s world it needs to deftly leverage technology in its marketing to:

• optimize its marketing strategy and tactics;
• interface with its audience through digital channels.

In a wired world, marketing must be technology-savvy for a business to compete.

This parallels another movement in the enterprise, which is to elevate “marketing” beyond a function isolated in a specific department — e.g., throw it over the wall to marketing and back again — into a broader organizational capability. Marketing needs to be about continual growth and innovation, and that marketing-driven mission needs to permeate all areas of the business.

Marketing technology as a coordinating device is designed to organize and optimize the planning, execution, and analysis of everything marketing does — to process-ize it, measure it, improve it, and accelerate its clockspeed. Examples include:

• web analytics;
• business intelligence;
• customer relationship management;
• campaign management;
• competitive intelligence;
• sales force automation;
• digital asset management;
• content management;
• marketing/sales dashboards;
• marketing resource management;
• enterprise marketing management;

Marketing technology as a product is the embodiment of marketing principles into the product or service itself — such as e-commerce experiences in online stores. This is common in technology companies and pure Internet businesses, but increasingly firms in other spaces are offering complementary digital services as a competitive advantage as well.

 Excellent article continues at chiefmartec.com