How the chief marketing technologist role is aided by mobile infrastructures
In the past, marketers relied on gut instinct to learn what customers wanted and needed. These days, sophisticated data analytics can provide information on customer behavior, while predictive analytics report what they’re most likely to do even before they know it themselves. This means marketing departments need a liaison between themselves and IT to help ensure technology is integrated into the marketing process.
The result is the chief marketing technologist (CMT) position. According to CIO, four out of five companies now have someone in that position, with half of CMTs coming from a marketing background and others coming through IT.
The CMT is undoubtedly a challenging role, especially when it is a brand-new position in a company. Many CMTs are finding the secret to successfully integrating marketing and technology is relying on mobile infrastructures to solve their problems.
Bridging a path between marketing and IT
In the past, IT and marketing typically only worked together when a server was down or a computer needed to be repaired. But now, the CMT is tasked with creating an environment where these two departments can speak the same language, understand each other’s needs and ultimately work together to use technology for marketing purposes. This starts by showing the departments they ultimately have the same goal — customer satisfaction — and then creating a process where both teams bring their strengths to the project. Many CMTs are using custom mobile apps to help connect the marketing and IT teams to create a working process for marketing technology. With mobile, both teams can access real-time insights into the performance of the marketing technology projects, allowing for quick corrections when necessary.
Selecting the right technology
Technology moves fast — very fast. Yet the CMT must keep up and ensure the company is using the best technology for its specific needs. Having a strong mobile infrastructure at the company allows the CMT to build upon this foundation to create technology that provides insights into the customers and their reaction. If a marketing technology solution does not have a mobile component, it is most likely not going to provide the results needed in today’s mobile world.
Getting executive buy-in
Even though the CMT is part of the C-suite, it’s like being the new kid in the corner office. Getting a CEO or CIO to set aside some budget for new technology isn’t an easy task, but in order to deliver results, the CMT must have executive support for both organizational and monetary resources. Without this buy-in, it’s nearly impossible for a CMT to be successful.
CEOs like hard numbers and results. By using a mobile infrastructure, the CEO can see a view of the data provided to the team that is specifically filtered for her or his needs. The CEO doesn’t need all the details, but rather the CliffsNotes version that focuses on overall achievements. Mobile technology allows the CMT to put this information right on the CEO’s smartphone so that whenever a question arises about the status of marketing technology, the answers are right in his or her pocket — literally.
By using mobile as a way to gain more insights about the company and its operations, the chief marketing technologist can win buy-in throughout the organization and be better informed about how to move the company forward.