Best Practice Report

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

October 23rd, 2015
Clement Teo, null
Clement Teo
With contributors:
Sheryl Pattek , Frederic Giron , Flora Zhang , Bill Nagel

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.