CMOs have a lot to think about in terms of adopting evolving marketing technology. As technology becomes ubiquitous across organizations, CMOs need to not only be aware of the latest data-driven technologies, but also have the right employees to ensure they’re using the technology to benefit the company.
Not surprisingly, according Chris Chodnicki, CTO and co-founder of R2integrated, a marketing agency focused on helping companies achieve campaign goals through cloud and data strategies, one of the biggest things CMO’s will need to focus on is data. “Data is certainly driving technology and I think the CMO has had this hybrid nature that is going to gain more momentum [where] the technology drives what they’re doing.”
Chodnicki says this means CMOs can expect to find themselves more concerned about leveraging different aspects of data like predictive modeling, and blending different data sources as well as data warehouse capture and storage. “There’s going to be high demand and high pressure to leverage those platforms and that data on a multichannel type basis so that they can get the results that drive sales or drive the goals that they’re trying to achieve.”