2021年营销技术报告（英）.pdfVIP

DEFEND, DISRUPT, AND TRANSFORM: THE CRITICAL ROLE OF THE MARKETING TECHNOLOGIST IN THE DIGITAL ERA SHELDON MONTEIRO, SEAN BURKE-GAFFNEY NOVA HALLIWELL In collaboration with and the MarTech Conference Executive Summary In this – our second survey of mar- keting technologists conducted in In 2010, in a brilliant piece of fore- collaboration with Scott Brinker and shadowing, Scott Brinker, marketing the MarTech Conference – we cap- expert and thought leader, heralded tured the sentiment of more than 250 the rise of the marketing technologist. practicing marketing technologists, Since that time, the role of the MarTech including 223 respondents in North professional – and by extension that of America. This research builds upon their executive counterpart the Chief our 2014 report, Analyzing the Chief Marketing Technology Officer (CMTO) Marketing Technologist, and further – has leap-frogged into common explores the evolution of this group’s parlance and become a regular fixture skillset and responsibilities, as well as in marketing organizations. their alignment within the organization. We also examine their increasing role in In an equally provocative point of digital business transformation. view, Gartner analyst Laura McLellan predicted in 2012 that within the next We use the term digital business five years, CMOs would spend more transformation (DBT) in a literal way. on technology than CIOs – an idea Transformation. To compete in the that her fellow Gartner analyst Jake So-