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, 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.