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Maybe software is eating the world.

Or at least the world of marketing, where marketing automation tools such as Hubspot and Marketo are being added to traditional database marketing, customer relationship management systems, and emerging social media marketing tools.

That’s giving rise to a new role that’s a cross between the traditional chief marketing officer and chief technology officer, says big data company Blue Kai (cute motto: carpe datum).

The new role, chief marketing technology officer, is focused on marketing, but not on the soft and squishy creative side that CMOs have traditionally focused on.

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Or, not just there.

Rather, CMTOs are using significant technology and analytical expertise to help companies make sense of and exploit vast amounts of customer and market data from sources as diverse as Facebook, the company blog, customer databases, sales information, and trending tweets on Twitter.

Key areas of focus include managing the various technologies bolted together to enable this, turning social data into actionable insights — and sales — and delivering coordinated marketing campaigns in multiple channels simultaneously.

More details in the infographic:

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