A place in between CMO and CTO..

Few days ago I went to a Social Media Club meet up and the speaker mentioned a part about a situation that commonly happened when he asked to people handling digital if their budget allocation within a company is within Marketing or IT. That there’s always confusion on who is supposedly to take charge of the investment, is it a CMO or the CTO or maybe a CIO?
Case is even when the total budget comes from the same company, the source of budget often define the authority roles.

From where I stand in the company I’ve been, mostly comes from the marketing budget but it wont be enough as the investment of technology would only make sense when it comes from IS. And the fact that I handle the corporate as well, budget allocated by the team was only based on the previous plan, which is based on maintanance. And some operation done in e-business requires zero investment due to the inability to identify what potential comes in the future. It is still silo in some ways, and even when you have one person yo synergize all, without the synergy of investment it will be harder to justify. Each party would only understand the deliverability of synergizing all. Seems like people would only care if that matters for their brand/roles only.

When I’m writing this, another half of my brain told me how untrue my own statement is. The truth is we can always put the puzzle at the right picture if we already know what the picture would be.
It doesn’t matter if people only want to know what would be their part of roles because that considered quite human to think about your own good. It’s good.
And maybe the full picture would only distract them from what they’re good at. Like an architect, to brief each part to the relevant vendors help teams to perform best at their interest.
The frustration is to have those glued in mind. And to ensure their still work on the same puzzle even without any idea on what the picture to come.

There’s no definition of a place nor the budget allocated in between the marketing, sales, corporate, and HR. But honestly speaking that is where my roles exist.

And ever there’s place in between CMO and CTO/CIO, it will be called CMT (chief marketing technology). At least that’s where a good friend of mine told me once over coffee, “Rini, there’s a place where you describe all the things you wanna do, the position is called a CMT. Not the CMO nor CTO, but in between. Not many company have it but there will be more. And that’s where you’ll be”.

He’s right. There’s no CMT position in where I am now. And there’s no position of myself last year. There’s always possibility.


R 2014