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For CMO Professionals

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

October 23, 2015

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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.

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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?