Marketing Management

“Shouldn’t all marketers be marketing technologists?” That’s a comment I’ve been hearing more frequently. One of the more interesting objections to my case for a chief marketing technologist is, “Shouldn’t the CMO be the chief marketing technologist?” I think there are two separate ideas being confounded here: 1. Marketers who are technology savvy. 2. Technologists […]

Caron Carlson, editor of FierceCIO, just posted Letting Marketing Handle Its IT, Part 2, continuing the discussion started last week. (See my post on governance vs. management in marketing technology.) Caron highlights some of the comments left by readers to part 1 and draws her conclusion in the last two paragraphs of this new editorial:

My recent article in InformationWeek — on why the marketing technology genie isn’t going back into the IT bottle — has stirred a few lively responses. Caron Carlson, editor of FierceCIO — got to love that name, especially walking into a debate about the future of marketing technology — responded with an editorial to her

InformationWeek just published a guest article of mine, Why Marketing Should Run Its Own Technology. While I’ve been advocating greater technology leadership to marketers for a while, this is my first attempt to “reach across the aisle” and make my case directly to the IT community. Always up for a lively conversation, I don’t pull

Earlier this week I had the honor of presenting at Pivot, a new conference in New York City hosted by Chris Shipley (see 5 reasons to be excited about Pivot). My talk: The Case for a Chief Marketing Technologist. It sparked a number of interesting conversions, both at the conference and around a wonderful article

It’s been a great few weeks for the “chief marketing technologist” meme: the CMO Strategy editorial in Advertising Age, an article in Marketing Sherpa, and an amazing post by Mitch Joel of Six Pixels of Separation — which spurred a lively discussion in its comments! — with follow-up mentions by Eric D. Brown, Steve Johnson

The CMO Council and Accenture just released a new report, Driving Revenue Through Customer Relevance: Aligning the CMO and CIO to Achieve Agile Intelligent Marketing. We should start by noting that Accenture makes its money through IT consulting. Based on the executive summary I reviewed, it strikes me as less of a blueprint for the

Advertising Age just published an article of mine, The Case for a Chief Marketing Technologist, in their CMO Strategy section. This is a sneak preview of the session I’ll be presenting at the Pivot conference in a few weeks. The article begins with a refrain that is familiar to readers of this blog: We have

“Technology is just a tool.” This is a popular refrain in discussions around marketing technology. Marketers invoke it as a way to emphasize the marketing over the technology. And IT invokes it as a way to categorize marketing technology as the same as any other kind of technology. Since marketing and IT are both a

When I heard that Chris Shipley was producing a new conference focused on the modern dynamics of brand marketing, I was instantly intrigued. First of all, it’s a terrific topic. While other events have tackled aspects of this — such as a plethora of social media events or shows on state-of-the-art advertising — I believe