Familiarity with marketing technologies is a must for today’s CMO. However, the range of tech knowledge across CMOs varies widely. Even if every CMO can benefit from some technical familiarity, the reality is that some CMOs know very little about technology while others know more than they will ever need in order to fulfill their responsibilities. Wherever you happen to sit on the tech knowledge spectrum, it can be helpful to have a roadmap on where your level of proficiency and understanding should be headed. With the right approach to marketing technology management fundamentals, you can ensure that you are best equipped to help guide your company towards its objectives.

Marketing Technology for the CMO—What You Need to Know
If you have been a CMO for very long, you have seen how dramatically your responsibilities have changed in recent years. Where you once focused primarily on building your brand, advertising, and customer engagement, today you juggle those responsibilities with embracing and leveraging a range of technologies and platforms. The rate of change is only increasing, so it is understandable that many CMOs feel a bit overwhelmed sometimes. Fortunately, there are key areas that you can focus on when it comes to marketing technology. By leaning into the right areas, you can ensure that your expertise and management efforts are focused where they will do the most good for your company.

The marketing technologies your company utilizes come together to form what is referred to as a stack. The way you approach the stack—both the existing tools you are using and the adoption of new tools—is a major part of how you manage the tech side of your role. You can be actively involved in initiatives related to marketing technology by:

• Determining which technology is a priority
• Helping with the creation of stack strategy
• Conducting reviews of how the stack is performing
• Creating a management structure where your team can fully leverage the available technology
• Being aware of the company’s data strategy and actively contributing to its development

Key focus areas should include:

Ensuring Stack Strategy is Based on Marketing Objectives
There are a seemingly endless number of marketing technologies now available—all of them promising to transform the way you do business. But most of those tools are not ideal for helping you achieve your concrete marketing objectives.

Regularly Measuring the Performance of the Stack
When you adopt new technology, it is important to determine what metric you will use to determine if it is serving the needs of your company.

As a CMO, you can help your company achieve its objectives by utilizing technology. You do not have to be an expert in every technology you use; you simply need to know where to focus your efforts to