The Six Types Of Marketing Technology Ownership

Marketing technology can be a powerful accelerator for organizations to achieve success. It can also be underutilized, resulting in missed potential or slower growth. The difference between the success or failure of a technology often has little to do with the technology itself, but with how it is selected, onboarded, and managed. A lack of ownership of the technology or clarity about responsibility for these activities can lead to poorly implemented, unsupported, directionless technology that does not provide the desired value. Understanding the roles of technology ownership is critical for driving alignment and value throughout technology selection, acquisition, deployment, and governance. In this report, we outline the six types of technology ownership, where the owner resides, and the responsibilities associated with each role.