Best Practice Report

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

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


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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