Dive Brief:
- According to research from Gartner analyst Laura McLellan, 81% of large firms — those with over $500 million in annual revenue — now have a chief marketing technologist.
- The role, a hybrid of CIO and CTO that manages marketing, is increasing in popularity because of the central role technology now plays in marketing.
- Of those large companies that don't yet have a chief marketing technologist, 8% plan to add one within the next 24 months.
Dive Insight:
It's not surprising that this type of role has evolved because every aspect of marketing is now so deeply entrenched with technology. It's just not something that can be overlooked any longer. Technology can be so complicated that it's not something that can just be added to a CMO or marketing manager role.
