Forrester: Establish a marketing technology office


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A recent Forrester report on Understanding The Marketing Technology Buying Process (which is also available from Neolane) had a few exciting revelations.

Their survey of 137 customer intelligence professionals — whom they see as a new breed of marketer — showed that marketing is now starting to lead the buying process for marketing technologies.

I know, that probably sounds obvious — marketing leading marketing technology decisions. It’s like asking who’s buried in Grant’s Tomb? But until recently, such technology was either controlled primarily through the IT department or woefully under-adopted due to cross-organizational red tape.

Now, it seems that marketers are finally taking charge of their technological destiny as the final decision-maker in many marketing technology decisions:

final decision-maker in marketing technology decisions

This isn’t an honorary decision-maker title either, because — perhaps most telling — marketing is now allocating a significant portion of their budget for the purchase, maintenance and support of marketing technology applications:

marketing budget for technology

But while this is terrific progress, Forrester also notes that many marketing departments have a ways to go before they’re able to fully handle this new responsibility:

“The empowered consumer, rapidly changing technology landscape, shifting software economics, and access to customer data and addressable media make technology management a core marketing competence. But while marketing organizations increasingly own the technology decision, they remain ill-equipped to select, manage, and deploy technologies to successfully establish competitive advantage.”

Their chief recommendation for addressing this gap in the marketing department:

Establish a marketing technology office. Marketing organizations need a single place for all technology decisions. The marketing technology office must:

  1. Develop a deep understanding of the entire technology ecosystem from advertising and branding to analytics and automation;
  2. Coordinate the IT relationship;
  3. Manage vendors and service providers;
  4. Embed technology in to the marketing process.

For more thoughts on this, read the full report or check out my presentation on The Case for a Chief Marketing Technologist.

Republished with author's permission from original post.

Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.


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