This document discusses the role of a marketing technologist and provides a framework for the skills and competencies needed to succeed in this role. It introduces the MARTECH acronym framework, which stands for Marketing, Agile, Resourcefulness, Technical, Entrepreneurial, Culture, and Hero. Each letter provides a key competency area, such as having marketing skills, an agile approach, resourcefulness, technical expertise, an entrepreneurial mindset, understanding of culture, and acting as a hero to others. The document provides examples and advice for developing skills in each area to become an effective marketing technologist.
This survey was developed by the Burson-Marsteller EMEA Change Communications Practice and conducted by Penn Schoen Berland. Respondents count 483 HR and
communications decision makers across 10 European markets, including UK, France, Germany, Italy, Spain, Switzerland, Norway, Finland, Sweden, and Denmark.
The survey identifies key drivers and barriers to successful handling of strategic change
Processes, which types of strategic changes companies have experienced in the past five years and which strategic changes they expect to see in the years to come.
The following presentation presents the findings of the survey. The different cultural backgrounds of the respondents can have affected the answers – this has not been taken into consideration in the presentation of the results.
This survey was developed by the Burson-Marsteller EMEA Change Communications Practice and conducted by Penn Schoen Berland. Respondents count 483 HR and
communications decision makers across 10 European markets, including UK, France, Germany, Italy, Spain, Switzerland, Norway, Finland, Sweden, and Denmark.
The survey identifies key drivers and barriers to successful handling of strategic change
Processes, which types of strategic changes companies have experienced in the past five years and which strategic changes they expect to see in the years to come.
The following presentation presents the findings of the survey. The different cultural backgrounds of the respondents can have affected the answers – this has not been taken into consideration in the presentation of the results.
Change Management And Communications for Complex IT ProjectsJanaLee
Explanation of what Small Planet Works includes as part of "Org Change and Communications" for a large, complex IT project. Also an explanation of why these "people issues" are a critical success factor for IT projects.
Forward-looking organisations make a considerable investment - in adopting formal procedures and standards and in training managers and specialist staff - to ensure that they have the skills and techniques for managing change. Moreover they create a culture that encourages change, values experience and rewards innovation.
One of the most effective ways of achieving change and exploiting opportunities is the delivery of carefully planned projects. The management of projects is also a key building block in the development of many people’s careers. A good project manager will usually be a good general manager. The reverse does not always apply.
This document highlights the interdependence between managing a major programme of change and the disciplines of project management and change management. It is derived from our generic approach to achieving substantial step-changes in large organisations and needs further development and refinement to fit the particular circumstances of each situation.
A communication plan as a change leader to help manage communication about organizational change for the organization used in the Organizational Change Process Learning Team project.
Successful organizations are constantly monitoring, evaluating, and improving based off of their successes and failures. Learn how to design your own monitoring and evaluation program with this deck from WAN, and learn more on our free Strategic Advocacy Course, available at: http://worldanimal.net/our-programs/strategic-advocacy-course-new/about
Mustafa Degerli - 2016 - Define the Scope of the Organization and Assess Its ...Dr. Mustafa Değerli
Mustafa Degerli - 2016 - Define the Scope of the Organization and Assess Its Goals - Organizational Design
Organizational design
Characteristics of a well-designed organization
Outline of the step-by-step approach
The information-processing view
Organization
Scope
Goals
Communication Plan for Pearson Education as part of an ongoing learning team project to promote organizational change within the company. Completed as part of a graduate assignment with the University of Phoenix.
Change Management And Communications for Complex IT ProjectsJanaLee
Explanation of what Small Planet Works includes as part of "Org Change and Communications" for a large, complex IT project. Also an explanation of why these "people issues" are a critical success factor for IT projects.
Forward-looking organisations make a considerable investment - in adopting formal procedures and standards and in training managers and specialist staff - to ensure that they have the skills and techniques for managing change. Moreover they create a culture that encourages change, values experience and rewards innovation.
One of the most effective ways of achieving change and exploiting opportunities is the delivery of carefully planned projects. The management of projects is also a key building block in the development of many people’s careers. A good project manager will usually be a good general manager. The reverse does not always apply.
This document highlights the interdependence between managing a major programme of change and the disciplines of project management and change management. It is derived from our generic approach to achieving substantial step-changes in large organisations and needs further development and refinement to fit the particular circumstances of each situation.
A communication plan as a change leader to help manage communication about organizational change for the organization used in the Organizational Change Process Learning Team project.
Successful organizations are constantly monitoring, evaluating, and improving based off of their successes and failures. Learn how to design your own monitoring and evaluation program with this deck from WAN, and learn more on our free Strategic Advocacy Course, available at: http://worldanimal.net/our-programs/strategic-advocacy-course-new/about
Mustafa Degerli - 2016 - Define the Scope of the Organization and Assess Its ...Dr. Mustafa Değerli
Mustafa Degerli - 2016 - Define the Scope of the Organization and Assess Its Goals - Organizational Design
Organizational design
Characteristics of a well-designed organization
Outline of the step-by-step approach
The information-processing view
Organization
Scope
Goals
Communication Plan for Pearson Education as part of an ongoing learning team project to promote organizational change within the company. Completed as part of a graduate assignment with the University of Phoenix.
Ecodesenvolvimento e desenvolvimento sustent+üvel (gilberto montibeller filho...Thiago Ávila Medeiros
"Há na literatura acadêmica uma diversidade de apropriações do conceito de Desenvolvimento Sustentável e Ecodesenvolvimento, segundo diferentes autores que se dedicam ao tema. O objetivo deste ensaio é fazer um breve relato dos contextos em que as mais importantes surgiram, as diferenças que os caracterizaram e os seus pontos em comum."
Aula demonstrativa do curso de direito civil para XXI Exame de Ordem - 1ª fase. Veja todos os cursos e dicas de estudo no site: www.estrategiaoab.com.br
The world has changed. Throughout most of the 20th century a company’s cost structure and competitive advantage was driven by scale—larger operations typically had lower costs and could dominate their industries by offering consumers better products at lower prices. However, that is no longer the case. Complexity, driven by SKU growth, increased number of channels, lengthened supply chains and globalization, is now the most significant driver of most companies’ ability to compete. Risk and cost both rise exponentially with complexity, but most companies are ill-equipped to recognize, manage and remove the complexity that is inhibiting their success.
The first step in managing complexity is understanding it—where it comes from, how it manifests itself and knowing the difference between good and bad complexity. Doing so requires taking a different view of accounting for complexity; applying Square Root Costing to complexity-driven, NVA costs paints a truer picture of complexity’s impact. This understanding supports important decisions around product offerings, pricing, production scheduling, inventory levels, vendor selection, component rationalization and process standardization.
The adoption of a single management system to define key controls processes addresses a company’s organizational and process complexity by driving standardization and consistency and removing NVA complexity to drive performance. And the success of a management system is dependent on a well-defined and purposefully-managed culture that supports it.
Developing a true understanding of the sources and impacts of complexity and then addressing complexity in a systematic, thoughtful way will eliminate risk, decrease costs, improve service levels and prepare companies to compete in the 21st century.
In this presentation we will:
Explore the sources of supply chain complexity
Discuss how supply chain complexity manifests itself in high costs and poor performance
Explain the Square Root Costing approach for properly allocating the costs of complexity
Review strategies for eliminating NVA complexity and managing value-added complexity
How Healthy is Your Company’s Product Portfolio?
Similar to your annual doctor’s check-up, your product portfolio needs a check-up too. Symptoms such as frustrated customers, product shortages, high inventory levels, or many unprofitable products, could be signs of an “unhealthy product portfolio”. Why should you care?—here is one of our client examples—“A technology client grew 2.4x by cutting products under development from 3,500 to 500, resulting in faster innovation, 63% increase in customer satisfaction, and 13% point increase in operating incomes”. The benefits resulting from discovering how healthy your product portfolio is, can often lead to transformative changes in your organization. Have we awoken your interest? please read on…
What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
All You Need to Know About Digital Marketing Jobs.pptxSourabh Sinha
The growing demand for digital marketing professionals is a reflection of the rapidly evolving digital landscape. In today's technology-driven society, businesses across industries are recognizing the importance of establishing a strong online presence to remain competitive.
Modern Marketing Model (M3) - 1 year onEconsultancy
A 12-month timeline of Econsultancy's Modern Marketing Model (M3) which fuses digital and classic marketing into one future-facing framework. M3 informs marketing’s remit, the required competencies and organisational design to define marketing in the digital age
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
capgemini research on cmo responsibilities with changing times in 2021Social Samosa
The latest Capgemini research highlights the need for CMOs to transform their skills with the evolving times and reimagine the customer journey with real-time engagement for a data-driven marketing environment.
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
The 10 influential marketing leaders 2019Merry D'souza
In order to acknowledge the contributions of some influential marketing leaders, Insights Success has enlisted “The 10 Influential Marketing Leaders, 2019”.
In order to acknowledge the contributions of some influential marketing leaders, Insights Success has enlisted “The 10 Influential Marketing Leaders, 2019”.
Unlock the power of the digital realm with our comprehensive digital marketing training. From SEO strategies to social media mastery, our courses empower you with the skills needed to thrive in today's dynamic digital landscape. Elevate your career and stay ahead with hands-on, industry-relevant training.
Advances in digital IT and client savvviness have made marketing more specialized and strategic than ever. To thrive in this changing, high-stakes world, business leaders must invest in professional marketing capabilities. At many tech firms however, the focus placed on technical skills makes it hard to attract top-rank marketing professionals who can make a difference.
External marketing offers such firms flexible, timely expertise for creating new value and growth. In particular we've identified 8 specific jobs-to-be-done at tech start-ups and growing businesses, where external marketing helps firms enhance their position, while delivering new customer value and growth. (Published April 2013)
MarTech Trend 2024 Book : Marketing Technology Trends (2024 Edition) How Data...Jittipong Loespradit
This book is written based on the author's over 10 years of experience in Digital Marketing and IT. It aims to provide readers with insights into the benefits of marketing technology (MarTech), its categories, how to choose the right tools, and a summary of interesting trends in each year
Similar to The Making of a Marketing Technologist (20)
See how an integrated approach to digital asset management and product information management helps to solve retail content chaos. Organize product specs, marketing copy, and digital assets in one centralized content hub to streamline e-commerce and omnichannel marketing activities and deliver more compelling customer experiences. Learn more at https://www.widen.com.
Using digital asset management (DAM) to optimize customer experiences with trending capabilities for automated workflow, artificial intelligence (AI) auto tagging, analytics and insights, and systems integration. Learn more at https://www.widen.com.
Active brand management is critical to driving trust in the marketplace. The brand management maturity model will help you optimize the essential assets of your brand.
The brand management maturity model helps Widen CollectiveⓇ customers optimize investments in their brand management practice by examining the five dimensions of strategy, people, process, technology, and impact.
Use this tool as a guide to developing your brand strategy to get more out of your marketing investments. Learn more at https://www.widen.com/blog/the-widen-brand-management-maturity-model-your-path-to-greater-roi.
What's the secret to an award-winning marketing technology stack?
In this presentation, you'll learn:
- What martech investments and integrations are trending most among Widen customers
- Examine some Stackie award-winning martech stacks
- How Widen can help you with your martech stack integrations
The digital asset management space continues to evolve. How can you stay ahead of the top DAM trends? This presentation is here to show you how to stay ahead of the curve on such mission-critical aspects as omni-channel customer experiences, personalization at scale, data management and analytics.
This presentation will share highlights from Widen's 2019 Digital Asset Management (DAM) Data Report and learnings from this year’s DAM NY industry conference. In this session, you'll:
- Explore the role of DAM in macro content trends for omni-channel distribution, personalization, and measurement.
- Get best practices and expansion tips from leading Widen customers
- Learn about DAM software usage benchmarks and how you can stay ahead of the curve
Designing a Data Strategy A Look Inside Sargento’s Stackie Award-Winning Mart...Widen, an Acquia company
There are more than 7,000 marketing technologies out there. How can you select what you need - and manage integrations - to make sense of all of it all?
Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your ...Widen, an Acquia company
In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.
To be successful, your business depends on having quick, easy access to accurate and dependable information. Yet most organizations don't prioritize the governance of their information, leaving it unstructured, unsearchable, and ultimately, unusable.
Creating a lasting brand takes time. And you already know that it’s more than just your name and logo. It’s the way people feel about your brand at every touchpoint. In store or online, in person or virtually; brands are built on the perception of others. What are you doing to create and manage a lasting brand?
When making a big change in your life, you plan, right? Of course! Without a plan you can’t see where you need to go and how you’ll get there. So why would you approach your martech investments differently?
Highlights from Widen's 2018 Connectivity Report: Decoding connectivity for today’s marketers and creatives. Get the full report at https://www.widen.com/the-2018-connectivity-report.
Marketing professionals have more tools and technologies at their disposal than ever before, and digital has paved the way for constant connectivity.
But the idea of connectivity goes beyond the mechanics of wifi, mobile phones, shared servers, and network protocols. It satisfies fundamental human desires and fulfills both professional and emotional needs. So what does that mean to the creative and marketing world? People want experiences that feel human, relatable, and validating.
What you’ll learn in this report:
- How marketers and creatives define “being connected"
- What marketers and creatives want from a connected community
- What challenges marketers and creatives face when connecting marketing content
- Unique ways marketing and creative leaders are connecting content and people (spotlight interviews)
- How digital asset management helps connect visual content
In this infographic, we introduce you to ways that you can successfully infuse visual storytelling into your marketing efforts. Learn about what visual storytelling can do for marketers and how you can use it to get more love, more fans and more conversations without overloading your staff and resources. See more at: http://www.widen.com.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Unveiling the Secrets How Does Generative AI Work.pdf
The Making of a Marketing Technologist
1. The making of a
marketing technologist
A how-to using the Widen MARTECH framework
2. WELCOME
As marketing shifts from traditional to
digital and audience engagement evolves,
marketing professionals are looking for new
ways to collect, create, automate, and share
information. Enter marketing technology, or
MARTECH, a term that describes the variety
of digital marketing tools available today.
4. 3 The making of a marketing technologist
In today’s digital world, marketing is undeniably linked to
technology. Industry thought leader Scott Brinker1
suggests
that the MarTech landscape includes 2,000 vendors across 43
categories, all offering software to support marketing operations.
Successful evaluation, selection and implementation of these
products and services must be managed by someone with
expertise in marketing and technology, in equal measure. This
expert is a marketing technologist.
Because of the required skill set and newness of the role,
skilled marketing technologists are rare and the profession is
in a formative stage. We’ll explore the scope of this role, why
companies are increasingly eager to add technologists to their
marketing teams, and the MARTECH competency framework.
What is a
marketing
technologist?
6. 5 The making of a marketing technologist
The role goes by a variety of titles, including marketing
technology strategist, chief information marketing
officer, global head of marketing technology, and
business information officer for global marketing.
According to Gartner3
, these positions share the same
primary responsibilities:
• Aligning marketing technology with business goals
• Serving as a liaison to IT
• Evaluating and selecting technology providers
• Prioritizing funding for marketing technologies
• Crafting technology-enabled digital business models
Typically, people come to marketing technology from
two routes:
1. Technical: IT professionals, software developers,
computer scientists, and business specialists with
an interest in marketing, analytics, and connecting
technologies.
2. Marketing: Digital marketers with a passion for
technology, data analysis, and efficiently connecting
to audiences.
Marketing technologists are passionate about data, new
tools and ideas, and working smarter. They can bring
innovation to existing processes and generate insights
to aid in decision making and marketing priorities.
Given the ongoing shift to digital communications for
companies and individuals, the role promises to have
long-term staying power.
Marketing technologists need technical
depth and adaptable learning skills
to keep up with the pace of change in
marketing technology.
7. While the demand for marketing
technologists grows, the position is still
in a formative stage. With the help of
Widen CEO Matthew Gonnering, we’ve
developed a framework to define the
competencies required of a MARTECH
professional. Use it to guide hiring
processes or serve as a roadmap for
pursuing this career.
Here’s how each letter of the MARTECH
acronym relates to the competencies
and skills required by a marketing
technologist.
8. 7 The making of a marketing technologist
The MARTECH competency framework
by
M A RMARKETING
Obvious, right? Knowledge of day-to-day marketing processes and the
ability to effectively communicate marketing value to stakeholders are
must-haves for a marketing technologist.
AGILE
Most often applied to software development, agile methods in market-
ing mean a people-centric approach to operations and, as a result,
improved communications.
RESOURCEFULNESS
Solving problems and finding answers are essential for the marketing
technologist – for their own work and the people around them.
10. The marriage of technology and marketing is
going to be a long and prosperous one. This
is exciting for all marketing professionals,
especially those interested in pursuing the
marketing technologist role. Demand is only
increasing. Of course, not every marketer needs
to become a marketing technologist, just as
every marketer does not need to be a designer.
But having one on the team helps ensure that
technology is helping the entire team work
smarter in creating an effective and valuable
customer experience.
Let’s get to it, shall we?
12. 11 The making of a marketing technologist
2. Communicating with stakeholders
The second aspect of the marketing competency focuses on
sharing with stakeholders like HR, software development, and
customer service. Communicating marketing goals, strategies,
and initiatives to departments across the organization allows
colleagues to understand and appreciate what marketing is doing
and why.
More importantly, getting your colleagues
up-to-speed and excited about marketing
activities can create ambassadors to share
your messages and generate a feedback loop
on ideas and projects.
An effective company-wide communication strategy is not unlike
an effective brand campaign: it provides the right information to
the right stakeholder at the right moment.
Consistent messages should be delivered through a variety of
channels, including the intranet, live presentations, department
open houses, shadowing opportunities, or whatever other channel
makes sense for the audience.
14. 13 The making of a marketing technologist
1. Understand the foundation: The Agile Marketing Manifesto is a
great place to start learning about agile methods. I recommend you
go to the source and learn about how the movement started. Check
out the website for the Agile Alliance at [www.agilealliance.org]. If
you sub in “marketing” for “development” and “information” for
“software,” you can see how the basics apply to marketing.
2. Be inquisitive: Go beyond the foundation by observing how agile
teams work, reading more about how marketers use agile, discussing
with interested co-workers, and talking with your team about how
to move into agile. Don’t limit your exploration to agile marketing,
because you can get a lot out of seeing agile software development
in action.
3. Seek leadership endorsement: Educate and inform leaders in
your workplace. Be transparent about the new idea and get creative
with how you share it. Draw it out on a whiteboard, share examples of
agile success, or outline what it could look like with your team. With
an emphasis on innovation and response to customer needs, agile
methodologies can pay off.
4. Experiment: How about attempting an agile approach for one new
project? Start small and test a more disciplined agile process. Don’t
feel obligated to stick to a certain agile methodology path, you can
combine elements to create a system that works for you.
Tips & resources
from Widen
CEO Matthew
Gonnering to
develop your
agile skills:
16. 15 The making of a marketing technologist
If you weren’t born with resourcefulness, good
news! It can be learned.
Expand your resourcefulness:
Here are a few ways to increase your resourcefulness skills to solve
problems and complete projects.
• Be confident in your skills. You’ve got this. You were hired for
a reason, probably because you have a skill or expertise that
your employer wants. Keep that in mind as you express new
ideas and ways of doing things.
• Keep an open mind. Questions, suggestions, and feedback
can be challenging to accept when you know how you want to
do something. Make sure to listen to diverse viewpoints – your
colleagues have a wealth of knowledge, and taking the time to
consider new and different options can be very rewarding.
• Be creative. Find new ways to use things you already have
(like content, technology, even physical space) in new, exciting
ways. Do something different you’ve been thinking about or go
out on a limb to suggest a change.
• Communicate well. You’ll need communication skills that
go both ways – listening and presenting. To be resourceful,
you need listening skills to understand the issues and
presenting skills to explain your work or point of view. Use
your communication skills to collaborate with others, because
nothing says resourceful like putting together a top-notch
team.
• Get what you need to do your job. Beg, steal, or borrow. Ok,
kidding about the steal part, but the truth is you will need the
right resources to get your work done. Chat with your boss
about resources like time, technology, and money. Asking can
be difficult at first but having the right tools to work makes
things easier.
18. 17 The making of a marketing technologist
Remember, these sessions are not about you. Use the time
to listen, ask questions, and discover the depth of someone’s
knowledge.
2. Start playing: Many marketing technologies offer free versions
or trials (examples: automated email service Mail Chimp,
survey software Survey Monkey, social media publishing
platform Hootsuite). Get in and play around with them.
Participate in demos of software that interest you.
3. Get additional training and certifications: For the programs
you are using, take certification courses if they are available
or prep of the future by learning to manage upcoming
technologies.
Discover a better way by Matthew Gonnering
While you are in the trenches performing marketing functions, you
might catch yourself saying, “there has to be a better way!” I am
pleased to report that there is most certainly a better way.
In my own experience as a young, inefficient, phonebook-trolling,
cold-calling machine, I used contact tracking and activity logs in a
system designed for financial reporting. It was a painful process of
entering, managing, customizing, and reporting.
Although it took awhile to realize there was a better way, once I
started looking, it was like I discovered a whole new world.
I found systems that gave me control while also having design
appeal, and it was easy to roll those systems out to other people to
use. If only I had taken action a few years prior!
20. 19 The making of a marketing technologist
Where do you find room for improvement in the customer
experience? Develop an idea, own the project, and make the ask.
While you aren’t asking for money like a traditional entrepreneur,
you are asking for time – time at work you could be spending on
something else.
Let’s say you make a case and the idea is approved. Build a team
and set benchmarks and goals for success. Evaluate yourself
against your goals.
Finally, whether the project was a success or not, follow up with
your boss or colleagues to let them know. Transparency is key.
Build your entrepreneurial skills
Entrepreneurs, or people who organize and manage businesses,
come from all types of backgrounds. Though the word brings up
images of wholesome young adults in suits pitching ideas in front
of a panel of sharks, the taco stand down the street and the one-
woman accounting service are both the work of entrepreneurs.
In the diverse world of entrepreneurs, there are some shared
elements: determination and work ethic.
Here are a few other elements common in
successful entrepreneurs:
• Focus
• Self-reflection
• Resiliency
• Communication skills
• Sales skills
• Independence
• Patience
22. 21 The making of a marketing technologist
You can use their principles to build your own cultural
competency:
• Purpose and vision: Establish and share a
MarTech strategy that supports the company
mission and encourages customer loyalty.
• Transparency: Be open with employees about
the company’s financial health, strategy, and
agenda.
• Dialogue + Listening: Employ a range of tools
and processes to gather data for informed
decisions.
• Fairness + Dignity: Develop emotional
intelligence and the drive to support others.
• Accountability: Own the result of your actions in
shaping the customer experience.
• Individual + Collective: Focus on individual and
team goals.
• Choice: Arrive at decisions after consulting the
team, peer groups, mentors, and other experts.
• Integrity: Act in the best interest of stakeholders
and do the right thing.
• Decentralization: Enable or expand power so
everyone can work effectively and efficiently.
• Reflection + Evaluation: Seek continuous
feedback to help shape the marketing
technologist role within the organization.
24. Conclusion
Marketing has taken a permanent turn
towards digital and the need for marketing
technologists will only grow 2
. Luckily, the
skills that define marketing technologist
– marketing knowledge, agile approach,
resourcefulness, technical expertise,
entrepreneurial spirit, healthy culture, and
heroic help – will benefit you regardless of
whether you decide to morph into a new role.
As a MARTECH pro, you can provide the
following support to an organization:
• Help your organization meet business
goals by evaluating and selecting
appropriate technology for marketing
functions
• Foster communication between
marketing and IT
• Gather, analyze, and share customer data
• Create a compelling customer journey
across digital touchpoints
• Develop content and social strategies
to boost audience engagement and
conversion
Are you ready to become a
marketing technologist?