The CMO and chief marketing technologist: A match made in data heaven?
As marketing becomes ever-more data-driven, the need for technology-savvy CMOs and heads of marketing is increasingly apparent. It's not a new concern: back in 2012, Gartner said that in five years, the CMO would spend more on IT than the CIO.
Three years hence, the figures may not be bang on, but the trend certainly is. Here's another, more recent Gartner finding. 81% of large organisations - those who make more than $500m in revenue each year - hire 'chief marketing technologists'...