A hybrid role known as a chief marketing technology officer, or CMTO, is emerging inside companies across the country.
“You have to hold both interests together,” says CTO Sheldon Monteiro at SapientNitro, a global marketing and technology consultancy.
As a company’s revenue and reputation become entwined with digital marketing, a CMTO’s ability to make good, fast decisions about marketing tech architecture, marketing automation, ad tech, social marketing, mobile marketing, content marketing, customer data and analytics, just might be the difference between a company’s success or failure.
The right marketing tech can also lead to better decision-making.
Maureen Duff, managing director and head of global marketing at Pershing, a technology provider and subsidiary of The Bank of New York Mellon, ran into Vestorly’s digital content tool at a tech conference.
Last year, Monteiro started a CMTO University program within SapientNitro to help a handful of employees navigate the two disciplines of marketing and technology.
Students learn how to evaluate marketing tech, drawing a distinction between standard-leaning technology that absolutely requires due diligence and customer-value technology that calls for fast-acting, intuitive decision-making.