Summary
As technology becomes more intertwined with marketing efforts, marketing leaders must decide what their role should be in technology purchase decisions. Forrester identifies three roles that chief marketing officers (CMOs) can play in support of the use of technology in their organization: advocate, arbitrator, or activator — depending on the level of technology sophistication of the company. Marketing leaders must ascertain which role their organization needs currently and determine how to evolve that role as their organization's needs change.
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