CMOs and Martech: Why the Buck Stops Here

As the digital marketing industry continues to evolve, so do the jobs within the space. Although the role of CMO (Chief Marketing Officer) has been around since the popular adoption of marketing within companies, its job functions have changed over the years. From incorporating digital marketing under their umbrella to focusing more on marketing technology and a company's overall tech stack, the CMO's job responsibilities have adapted to the industry's updates.

Since marketing technology can be a hot button topic when it comes to which tools and software to use (there are just so many available choices, and every company's needs are different), the CMO must be able to bridge the gap between core business objectives and available technologies to find the perfect solutions for their specific business.

Man in a business suit holding a clipboard with CMO diagram.So what does it take to be a CMO that has reached tech stack excellence? Learn more about how a CMO's job role must align with martech in a company.

1. Allot a higher budget for martech.

Nearly a third of all CMO budgets go to martech. This has increased from less than a quarter in the last two years due to the increased need for marketing technology and the growing popularity of marketing technology stacks. Increased budget for martech allows for more options within a tech stack, greater integration options, and an even more streamlined sales and marketing process.

2. Understand the importance of a tech stack.

It's essential for companies to create a central tech stack that helps to automate their sales and marketing processes. Because many of the tasks these teams face can be tedious and time-consuming, it's incredibly helpful to have marketing technology that is able to take over the menial tasks. This way, sales and marketing teams can focus on creating new strategies and ideas to generate new customers and close sales.

Laptop computer with graphical data displayed on screen.

3. Choose the right marketing technology to assist with each strategy.

The central tech stack must focus on a plethora of overarching marketing strategies like content marketing, search engine marketing (both paid search and search engine optimization), social media marketing and advertising, project management, customer data management, and more. There are so many different technology options for each facet of digital marketing, and it's up to the CMO to be the final decision maker when it comes down to which software to use.

The CMO must be able to map the potential technologies to understand which will best help the company in achieving its goals and objectives. They're also responsible for ensuring the tech stack doesn't exceed their marketing technology budget, as it can be easy to shoot for the stars when it comes to your martech. The CMO has to help the marketing team realistically see which marketing technology is a must-have and which they'll have to do without.

The CMO is also responsible for bringing the martech stack together in the end and ensuring the entire system works well together. They must also find the right team members to help take the tech stack, and the company, to the next level.

Curious about what you should be using within your marketing technology stack? Check out ReachForce for your data management. Request a free demo today.

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