How the Presence of a Chief Marketing Technologist Impacts Marketing

Archived Published: 17 January 2014 ID: G00259204


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A Gartner survey finds that 81% of organizations now have the equivalent of a chief marketing technologist, compared with 70% last year. Learn where they are, what they do, and how companies that have this position compare with those who don't.

Table of Contents

  • Analysis
    • Finding No. 1: 81% of Organizations Now Have the Equivalent of a Chief Marketing Technologist, Compared With 70% Last Year
    • Finding No. 2: 71% of Chief Marketing Technologists Report Directly to the Marketing Organization
    • Finding No. 3: In Two-Thirds of Companies, the Primary Responsibility of Chief Marketing Technologist Is Aligning Marketing Technology With Business Goals
    • Finding No. 4: Organizations That Have a Chief Marketing Technologist Will Spend 11.7% of Revenue on Marketing Compared With 7.1% for Those Who Don't
    • Finding No. 5: Organizations That Have a Chief Marketing Technologist Will Spend 30% of Marketing Budget on Digital Marketing, Compared With 21% for Those Who Don't
    • Finding No. 6: Organizations That Have a Chief Marketing Technologist Will Spend 9.8% of Their Marketing Budget on Innovation, Compared With 5.0% for Those Who Don't
      • Fail Early and Fail Often With Innovation — Agility and Speed Matter
    • Finding No. 7: 81% of Organizations Have a Chief Marketing Technologist; 80% Have a Marketing Capital Budget; and in 81% of Them Marketing Owns Its Capital Budget
    • What to Do Next
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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