Sapient Nitro Study Finds Most Marketing Technologists Have Non-Technical Background

A survey from Sapient Nitro and the Martech Conference finds that 55% of marketing technologists have a marketing or business while just 21% have a technical degree. As Scott Brinker points out in his analysis, the reason may be that many people holding the title are operators of CRM or marketing automation systems, not martech overlords in charge of technology planning. Supporting this view: “enterprise architecture/tech selection & lifecycle management” ranked 13th on the group’s list of important technology skills. Top categories were operational knowledge including CRM systems, analytics, and Web design.