THE ROLE OF A CHIEF MARKETING OFFICER IN TECHNOLOGY
In the technology industry today, the role of Chief Marketing Officers (or CMO) is constantly evolving. Whereas 10 years ago they were seen as the one in charge of communications; today they are found at the heart of the business’ strategy and are seen as a key P&L driver. A Marketing CMO in tech must not only have the required proficiency in marketing but also have the ability to diversify and influence across multiple business functions.
The complexities of the role are ever increasing, as are the responsibilities. From strategic goals of sustainable growth, to delivering highly personalised customer experiences through digital marketing, brand and communications, demand generation, and product; all fall under the tech CMO’s remit.
Dependent on the size of the technology business, it is not unusual to find a CMO delegating out responsibilities to Marketing Directors or VPs; usually retaining the overall strategic ownership whilst empowering others with the role of execution and delivery.
Tech CMO Backgrounds
Like many industries, we are increasingly seeing marketers with strong analytical backgrounds like engineering in the CMO role in tech. The needs of technology businesses demand an ability to use the insight available through the tools and technology of today and use that science to inform and drive the marketing strategy. This inevitably lends itself to individuals with a strong data driven approach combined with an enterprise-wide mindset.
