Gartner Research

How the Presence of a Chief Marketing Technologist Impacts Marketing

Published: 17 January 2014

ID: G00259204

Analyst(s): Laura McLellan

Summary

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

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