Yet most marketing organizations today lack the technical leadership to fully harness this power. Previously, technology management didn't need to be a core competency of marketing. It was sufficient to rely on a hodgepodge of the IT department, outsourced providers and vendor consultants. The translation of a high-level marketing vision into its technical implementation was considered largely "in the weeds."
Here are three reasons why marketing executives should reconsider such a laissez-faire approach to technology.
With technology is such a key part of marketing, it is surprising how often I find marketing people with so little knowledge or understanding about technology. Scott Brinker does a good job of examining this problem and proposes a new role: Chief Marketing Technologist.