3 enterprises at Which marketing leads Advertising technology

I’ve been advocating for marketing to direct its technology for nearly five decades now. I believe that the splicing of data and code to the DNA of marketing is one of the big picture meta-trends of our business.

Forrester has suggested that a marketing technology office inside the marketing department. Recent Gartner research proves that 72% of high tech marketers finally have a chief marketing technologist part within their associations. Even IBM is currently championing the function of a chief marketing technologist (“the newest profession on a smarter planet”).

But recommendations and research can sense abstract. Can we see a few real-world instances of marketing technology leadership inside enterprise marketing departments that are major?

BtoB Magazine published an article yesterday, , which does exactly that, with three good illustrations:

  • Motorola
  • SAP
  • EMC Corp..

“As B2B companies adopt increasingly complex technology [such] as marketing automation and material management strategies,” writes columnist Kate Maddox, “they’re producing new jobs in their marketing and advertising departments that blend marketing and IT experience.”

“Motorola Solutions has a dedicated group of roughly three dozen marketing and IT experts that reports to the CMO. SAP has a business information officer who reports to the CIO and works to execute marketing technology. Other firms, like EMC Corp, are producing groups of marketing and IT people who work jointly on marketing technology jobs.”

“While organizational arrangements change across B2B companies, the objective is the same: bridge the gap between marketing and IT and also use technology effectively to improve marketing.”

(Emphasis over is my own.)

It is worth reading the entire post, so that I will not replicate more of it.

Well, except for this 1 quotation from Eduard Conrado, senior VP-CMO in Motorola Solutions, who said, “We ended up consolidating the IT and marketing teams which were focusing on tech platforms into one company. This is actually the very best of both worlds — blending marketing and technology into one company.

Cheers to that.