Over the last couple of years, there have been several articles about the rise of a new CxO position, the Chief Marketing Technology Officer. It’s a position created from the combination of traditional marketing and big data along with other technologies related to marketing. Somehow, this is going to combine CMO (Chief Marketing Officer) positions with CIO (Chief Information Officer) positions. Also, it’s supposed to lead to women taking over technology (or at least a large portion of it) via marketing because women dominate marketing.
This all sounds really silly. Clearly, adapting marketing to use technology is part of the CMO’s job. There is no need to add another CxO position for this. I’m not the only one who has noticed this, and a large part of this CMTO nonsense is because marketers are afraid of technology:
I’m not at all surprised that the role of Chief Marketing Technology Officer has emerged in recent months. It’s a damn shame, but I’m not surprised.
Too many marketers are either afraid of technology or just don’t understand it. And we all start there. But what’s worse, those same marketers pretend that nothing is changing, that the new technology isn’t necessary, that they can keep doing their jobs the “old way” and be just fine.
That, of course, is a path to irrelevance. If you’re that kind of marketer, you will increasingly be marginalized in your organization. You will increasingly be farther and farther away from driving meaningful, measurable revenue.
When you combine these facts with the nonsense about women taking over (a large portion of) technology, it becomes clear what is really going on. Marketing is dominated by women who by definition are afraid of technology since marketers in general are afraid of technology. Women are hoping this “CMTO” position will emerge so that they can keep dominating marketing because they can’t deal with this new technology themselves. In reality, CMTO positions are folly so this will lead to traditional marketers being pushed out of marketing. Since women dominate traditional marketing, the end result is not women dominating an aspect of technology, but being pushed out of the marketing field. Either the technology will do the work women were doing, or it will require people who understand that technology which the majority of women in marketing clearly don’t.