Report: CMOs need to step up their martech ecosystem approach

Forrester's latest paper looks at the imperative for marketing leaders to take an active role in orchestrating a cohesive and unified martech stack

Marketing leaders need to bring an ecosystem-oriented mindset and take an active role in orchestrating their company’s marketing technology stack if they want to achieve competitive advantage.  

That’s the guidance expressed through Forrester’s new paper, A CMO’s Guide To Marketing Technology, which is advising CMOs to take an active role in architecting more cohesive martech deployment. While effective marketing technology is critical to executing marketing strategy, the analyst firm said many companies have taken a decentralised, adhoc approach to tech planning and delivery.  

“CMOs must maintain direct involvement in their martech strategy to ensure that investments live up to their full potential and support the business,” the report authors stated. “CMOs can provide the leadership to centralise planning, align staffing and resources and develop a comprehensive martech ecosystem.”  

Forrester noted martech continues to gain criticality and spending continues to increase. The recent Gartner CMO Survey showed martech consuming more than 26 per cent of marketing budget dollars in 2021.  

However, it’s clear martech tools are still commonly treated as one-off tools and remain disconnected in many organisations today, Forrester noted. This year’s State of the CMO report also found martech integration as a growing challenge for Australian marketing chiefs as these technologies mature and become even more critical.  

To succeed, CMOs need to assemble a true martech stack, not portfolio of applications, Forrester advised.  

“After years of tactical planning, siloed decision-making and reactive responses to market trends, most companies’ martech stacks suffer from fragmentation, incomplete data access, inefficient workflows, and underutilised functionality,” the report stated. “Now companies face the colossal task of designing, deploying and managing a complete and cohesive martech stack. Few companies will succeed, but the ones that do stand to put themselves at a competitive advantage through improved customer engagement.”

To help, Forrester highlighted four pillars of capability in its framework for building out more cohesive and connected martech stack. The first is the ‘data fabric’ and imperative for precise, complete and scaled data to martech applications for insights and engagement. Second is reporting and analysis that enables teams to understand customer behaviours and needs, as well as testing functionality to optimise performance against such insights.

Forrester’s third pillar of ‘brand strategy’ means harnessing technology that provides tactical organisational, creative and measurement capabilities to marry brand strategy and execution. Finally, ‘brand experience’ requires engagement functionality, including the systems execute customer experiences across marketing, advertising and loyalty touchpoints.

The report also noted wider considerations such as data management, identity resolution, staffing and skills CMOs must factor into the martech picture.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...


How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Its a informative post thanks for sharing

Galaxy Education

The people and process smarts needed to excel in omnichannel retailing

Read more

Blog Posts

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before

Covid-19 created a shift in the customer and economic-based reality unlike anything most of us have ever experienced. Customers have changed from routinised pre-pandemic shopping behaviours to frequently purchasing new brands and suppliers.

Ofer Mintz

Associate Professor of Marketing, UTS Business School

Sign in