18 People in Marketing You May Not Know...but Should
Not all influencers are well-known; that doesn't make their impact any less potent.
The Hybrid Marketing Technologist
Evangelizing collaboration between marketing and IT has become a call to arms, and rightly so. The value and benefit of marketing and IT fostering healthy relationships will only increase as new technologies continue to transform marketing, content, and communication on a global scale. Few represent the fruits of this collaboration more than Eduardo Conrado, SVP of marketing and IT at Motorola Solutions. Conrado is effectively one of the world's few chief marketing tech officers (CMTO).
“I'm responsible for all marketing at Motorola Solutions—[everything] from product solutions to traditional brand, digital, social, and all the way up to our field marketing,” Conrado explains. “I also have responsibility for all of IT. That means infrastructure, cyber security, relationship and transactional systems, and internal systems for employees. I've had this dual responsibility for just over a year and a half.”
Conrado operates in a rare and coveted space as a marketer. Much of the conversation about marketing and IT collaboration centers on the duties core to Conrado's current role. He embodies what businesses can achieve once silos are abolished, and marketing and IT work as a cohesive unit.
It sounds like quite the heavy load, but given today's marketing landscape it's essential to have someone who intimately understands the two departments. Having started his career in engineering, Conrado was uniquely poised to solve marketing problems from a technological angle. Further, with 15 years at the tech-focused company, it made sense for him to spearhead the marketing and IT collaboration.
It's worth noting that Motorola Solutions' heavy technological slant made the decision to merge marketing and IT simple. However, that doesn't mean the benefits of a marketing and IT collaboration diminish for less tech-oriented verticals, such as retail or insurance. “All marketers are taking a more customer-centric approach,” Conrado says. “As you start [becoming more customer centric], marrying the software and architectural knowledge of IT with the user-centric approach of marketing will get you the best of both worlds.”
This is the message Conrado has worked to spread through interviews, speaking engagements, and the like since taking on his current role—a message that Motorola Solutions executives understood enough to eschew its siloed corporate structure. “There was no resistance from the executive board,” Conrado notes. “There was actually a
lot of support [from them] on the changes we had to make.” Those changes included moving IT away from a more functional alignment to end-to-end processes that enable a more customer-centric marketing strategy.