Brace for another acronym. Add it to the list of C-level executives living with three-letter words like CMO, CTO, CFO, CEO, and COO.
Cory Treffiletti, BlueKai's SVP of marketing, predicts that within 18 months companies will hire a chief marketer technology officer (CMTO), the guy in charge of the marketing technology.
He describes the role as a chief marketing officer (CMO) who invests in information technology infrastructure for companies -- many of which already have chief data officers or a chief data scientist, the folks who work in tandem with the CMO. Now it's time to combine the experience of CMOs with CTOs.
Today's IT powers the enterprise, but it will also power advertising and marketing, as the volume of data continues to grow and companies learn how to filter it. Ironically, this data from Oracle released Tuesday finds that 94% of C-level executives say their organization is collecting and managing more business information today than two years ago, by an average of 86% more. Without knowing, the survey analyzes enterprise apps you might think it referred to the online advertising industry.
The next phase of search marketing will require knowledge of structured and unstructured mathematics, along with engineering talent and enterprise applications. Treffiletti refers to the data management space as companies that provide middleware, a term used to describe software that connects more than one application by having the ability to understand multiple languages or operating systems and translate each so others can understand too.
What makes the CMTO different? Marketers never really owned the enterprise data or enterprise tech budget. They focused more on external, outbound marketing budgets and messages. Now Treffiletti sees this business role becoming more responsible for the internal management of the data that informs and supports external marketing strategies. Database management and warehousing has historically been the responsibility of the IT department. That will change.
The shift will force marketing and IT to work more closely together. Techies who moved from engineering to marketing will find comfort in the transformation. Remember the combination of marketing and sales. I worked in corporate marketing at the time and reported to the CMO/VP of sales.