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Of course, with a staggering amount of technology available to marketers (1,876 vendors as of Scott Brinker’s latest count,) and Gartner’s predictions that the CMO will spend more on IT than the CIO by 2017, it comes as no surprise that managing this technology took it’s place as a major responsibility in the survey.
What may come as a surprise is the sudden emergence of “understanding buyers” to a top responsibility in 2016, especially compared to the top duties reported today. Respondents said brand and positioning, lead generation, and brand communications were their top three leading responsibilities as of November 2014, the time of the survey.
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