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Who will help CMOs with Marketing Technology?

03.02.2012
Matt McNeany

Matt McNeany

Founder and Chief Executive Officer

Some good further reading has followed our post on Consultant tanks being on Creative Agencies’ lawns in response to the original Adage article about Deloitte and Accenture positioning themselves for an assault on the Marketing budgets. This pick is from Scott over at Chief Marketing Technologist. His post further explores the shifting dynamics of the relationships between Creative Agencies, Clients and the IT Consultants. Or as he rather more elegantly puts it, The Marketing Technology Frenemy Triangle.

As he quite rightly points out, all of these changes are likely to be of greatest benefit to CMOs as they navigate their way through one of the great evolutionary jumps in Marketing history. Hyperbole alert? Hang on, ‘great evolutionary jumps in Marketing history’? Calm down, you might be thinking. Well, from the same week, take a look at this post from Sarah Mahoney at MediaPost. Her report entitled CMOs Sweating Their Tech Savvy covers a new study from Forrester and Heidrick & Struggles that explores how CMOs need to address the gap between the tech knowledge they have, vs. the tech knowledge they know they need. For example:

  • 40% of CMOs see a lack of technical skills as their primary weakness
  • CMOs say their “partnership with the CIO or CTO has never been more important”

An easy win for Creative Agencies So clearly an opportunity here - particularly if you're a Creative Agency, holding the all-important ace of being the CMO's first port of call for all-things marketing (as covered here).  But as a wise man once said, don't get cocky. Check out this stat from another study published last week, this time from the CMO Council, entitled "More Gain, Less Strain: Optimizing Marketing Partner Performance and Value in a Digital World"(available for download for $199).

  • Of 6,000 disparate senior marketers polled, only 9% believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age

Once again, take a look at more analysis from Scott on this, including that same stat in even more scary (if you're an agency) chart form - and the chilling news that, for agency chiefs, the phone is ringing...  "Hello, managing director, it's Charles Darwin on line 1."

More evidence that CMOs need leadership in technology more than ever. But who’s going to provide it? If you're an agency, don't assume it will be you.