In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
According to the latest IDC CMO ROI Matrix, organisations investing significant dollars into marketing technology are reaping the returns in terms of business performance, customer engagement and competitive advantage.
But for many, marketing technologies have always been point solutions and tactical affairs, driven by a reactive need to address a new digital channel, ecommerce opportunity or customer set. Addressing this lack of cohesion and integration across not only the marketing stack, but also with the rest of the enterprise, is key in ensuring customer experiences of your brand are consistent.
So where does your organisation currently sit in terms of marketing technology sophistication? Here, we use IDC's maturity roadmap along with some salient CMO questions to help you find out.