Save or Share this Report

For CMO Professionals

Q&A: Does Marketing Need A Marketing Technology Specialist?

October 23, 2015

Primary author headshot

Authors

Why Read This Report

CMOs in Asia Pacific are struggling to adopt new marketing technology tools and strategies to serve increasingly empowered customers. The complex marketing tech landscape is limiting CMOs' ability to fully engage customers throughout their journey across a data-driven digital landscape. A new role is emerging to tackle this challenge: the marketing technology specialist (MTS). An MTS combines strong business acumen with deep knowledge of marketing tech to help CMOs use technology to win, serve, and retain customers. This report will help CMOs identify MTS candidates, develop them, and integrate them into the organization.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • 1. What is a marketing technology specialist?
  • 2. Why do CMOs need a MTS now?
  • 3. What skills should a MTS possess?
  • 4. We have external digital agencies working for us. Why can't they perform this role?
  • 5. How is the MTS position structured within the marketing organization?
  • 6. Is the MTS a stopgap role?
  • 7. Should every organization have an MTS?
  • 8. How many MTSes do I need in my organization?