When I talk and work with people and clients on many assignments, the challenge I find for enterprises to be customer-centric is, how to bring marketing & technology together. Increasingly, technology is getting adopted in many customer-centric channels like never before and marketing is getting more & more real time & thefore technology is becoming a nerve-centre for marketing. The future , I have always thought is the changing( or can I call it merging) role of marketing & technology folks and the need for them to work together.
I read an interesting article today, if there is a need for a CMTO ( Chief Marketing Technology Officer)! I thought this was quite interesting. Who is a CMTO and what does he or she do?
" A chief marketing technology officer (CTMO) — use whatever label you prefer — is simply the lead marketing technologist, organizing and managing that team. He or she reports to the CMO, not the CIO. Again, this is ultimately a marketing responsibility. There should be collaboration with IT, of course, assuring that marketing fully leverages its infrastructure and complies with technical governance standards. But collaborating is better than being solely dependent."
I find this very thought provoking and I do feel this is doable. The role of the CMTO is to ensure the right technology – either already invested is leveraged across the enterprise or if to be invested is partnered and led by this role – to collaboratively ensure this is adopted enterprise-wide.
Finally, customers must see the benefit of technology in their interaction experience with any company. The role of the CMTO is to make this happen.