Gartner Research

CMO Perspective: Six Types of Marketing Technology Leaders

Published: 29 April 2016

ID: G00301714

Analyst(s): Anna Maria Virzi , Jake Sorofman


The chief marketing technologist's role goes beyond navigating nearly 200 different categories of digital marketing and advertising technologies. This research highlights six archetypes for the role aligned to the different ambitions and maturity of a marketing organization.

Table Of Contents


What You Need to Know

  • Marketers Take the Lead on MarTech Purchases
  • Marketing Technology Leaders' Skills and Specialties Vary Greatly
  • A Chief Marketing Technologist Must Be in Sync With an Organization's Marketing and Business Culture


  • Six Archetypes: Matching the Role to Your Organization
  • Elevating the Role of Marketing Technologist: Mayur Gupta
  • Where the Chief Marketing Technologist Lives in an Organization

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.