What is a Marketing Technologist?

Recently I was having lunch with a colleague and we discussed “What is a Marketing Technologist?”  (Other topics: why are companies inventing this position?  What does a Marketing  Technologist do?  How does one land such a job?)

What is a Marketing Technologist?

Let’s start with some typical responsibilities of the position.

Responsibilities:

  • Evaluate new technologies as they relate to the Marketing discipline
  • Assist Marketing with technology awareness, evaluation and adoption
  • Create standard processes that support Marketing Operations functions
  • Liase between Marketing and IT as needed to ensure resources are properly aligned

While a list of responsibilities is useful, it doesn’t tell the whole story.  Depending on the company, the opportunity and the individual, a Marketing Technologist may find themselves providing value to the department/company in various ways including:

  • Strategist – you will frequently be asked to analyze situations, evaluate options, and recommend strategy & tactics
  • Change Agent – you may find yourself playing the role of a change agent where you have the opportunity to introduce new marketing technology and techniques
  • Consultant – you may be asked advise ebusiness teams on how to integrate new “Web 2.0” digital techniques to the traditional websites
  • Project Manager – given your unique position between IT & Marketing, you may be asked to manage several projects

BONUS POST: what can IT & Market do today?

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This is the last post in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT. In the second post we looked at the flip side. In the third post we looked at the similarities between the two departments.  In the final post we looked at why these two are bound at the hip.  This is a BONUS post, what can IT & Marketing do together?

So if you’re IT what can you do to foster a better relationship with Marketing?

Topical Marketing Initiatives What IT can do today.
Speed to Market Determine development and support processes that could and should be accelerated to ensure product and services get to market quickly.  Be specific.  Identify success criteria & metrics.  Celebrate successes.
Adjusting to New Technology There is a rash of new technologies that Marketing needs to adjust to.  IT can reach out and lead conversations on which technologies matter and which are fads.  IT has a long history or accessing technology and Marketing could benefit from IT’s experience.
Market Research & Customer Intelligence Identify gaps and opportunities associated with capturing, storing, and managing customer behaviors and attitudes at a macro and micro level.  Invest in technology to harvest information and intelligence from the data collected.

If you’re Marketing, what can you do to foster a better relationship with IT?

Topical IT Initiatives What Marketing can do today.
Invest Smartly Spend time with IT discussing Marketing priorities.  Be precise in what is needed and what features can be delayed. Involve IT early in the process.  Reach out to IT with business problems and opportunities, not solutions.
Business Partnership Marketing can advocate for technology improvements.  It can be an active member of an IT planning committee.  Through training programs Marketing can become more tech savvy and seek to understand how new technologies (Web 2.0) are affecting the Marketing profession.

4 reasons why Marketing and IT need each other

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This is the last post in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT. In the second post we looked at the flip side. In the third post we looked at the similarities between the two departments.  In the final post we’ll look at why these two are bound at the hip.

4 reasons why Marketing and IT need each other

  1. Marketing needs IT to become (or continue to be) an adaptive organization that effectively applies technology to reach company goals
  2. Marketing is great at PR, but isn’t often tech savvy.  IT loves technology, but is generally not good at PR.  If IT helps advance Marketing advance its capabilities via systems/solutions, Marketing could help generate great buzz regarding how IT is a great business partner
  3. Both seek to demonstrate their organizational value and they can work together to identify gaps and implement solutions that furthers the goals of the organization
  4. Both have experience managing shifting priorities and fire-drills, but if they work together they can establish clear objectives and roadmaps

There’s are discussions out there with some viewing marketing technology as a battlefield.  What do you think is it a battle or an opportunity for greater partnership?

4 similarities between IT and Marketing

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This post is the third in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT. In the second post we looked at the flip side. In this post we’ll consider the similarities between IT & Marketing.

4 similarities between IT and Marketing

  1. Both are often under resourced (or often feel that way).  There’s so much to get done.  IT has to upgrade patches and find time to build out the new infrastructure for the new application all while fielding requests for help.  Marketing has to keep the website content fresh and make time to figure out the next quarter strategy all while helping Sales close new business.
  2. Both need to manage shifting priorities and fire-drills.  Both departments have to remain consistent in their delivery and message while at the same time maximizing flexibility to respond to new threats and opportunities.
  3. Both need to focus on the NOW (Marketing: revenue capture, IT: effective support)
  4. Both need to focus on the FUTURE (Marketing: profitable growth, IT: enterprise architecture)

The similarities are amazing, yet I wonder if they know it!

4 things IT doesn’t know about Marketing

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This post is the second in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT.  Now let’s look at the flip side.

4 things IT doesn’t know Marketing

  1. Marketing is pressured to differentiate - to carve out space within the market.  Key in developing a differentiation strategy are speed to market, research and customer intelligence. 
  2. Marketing is measured by how well it helps capture revenue and achieves profitability.  Marketing spends a portion of its day with a short term focus – working to close business.  Yet it also focuses on thought leadership – how to bring dollars in the door next quarter.
  3. Marketing serves many masters.  They must juggle the needs of the customer, Finance, Sales and Executive Management.
  4. Sometimes there are unseen pressures at play – things are hotter closer to the fire

What can IT do to Partner with Marketing?

So how did I do?

If you’re in IT, did you know these things?  Do such partnership efforts make sense to you?

Marketers, what else doesn’t IT know about you?  Let me know in your comments.

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