Rise of the Chief Marketing Tech (and Sales) Officer

I recently heard Bill Nussey, president and CEO of Silverpop, speak to a group of marketers where he advocated the need for organizations to create a chief marketing tech officer role. The notion is interesting and something I’ve seen discussed across several marketing blogs.

I’d like to take that thought a step further and propose that companies create a Chief Marketing Tech Sales Officer. After all, these three functions working closely with prospects and customers, and it just seems to make sense to have one person responsible for all.

While I love the idea of a CMTSO who breaks down department silos and seamlessly collaborates with everyone across the enterprise, will there ever be one? Probably not. It’s a bit far-fetched to think one person could or should assume responsibility for all three roles. However, I can see the CMO naturally taking the lead on owning the customer experience over all three functions. Apparently I’m not alone …

From a January AdvertisingAge article, a Gartner study revealed 25 percent of CMOs said the most-increased expectation CEOs have for them is to lead customer experience.

But what’s shocking is that customer experience is the area marketers have made the least progress in.

Why the disconnect? Is customer experience simply the latest buzz phrase that everyone expects to fade away? Or do CMOs lack the skills necessary to bridge organizational divides?

Tell us what you think. What’s the current state of CMOs, and what does the future hold for them?

By Star VanderHaar – March 24, 2015

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