Independent agencies are increasingly relying on technology to gain a competitive edge over larger firms. By hiring Chief Technology Officers and creating proprietary platforms, they emphasize agility and innovation. Robin Skidmore of Journey Further underscores how crucial a CTO is for the future of agencies. The agency is developing a proprietary tech platform, Salient, which aims to unify various marketing tools. This strategic shift focuses on optimizing operations while enhancing tools available to marketers, ultimately improving service without the need for extensive resources.
If I were starting an agency tomorrow then one of the first roles I'd hire would be a chief technology officer.
There's a massive opportunity to really put technology at the forefront of what Journey Further does.
For now, that means making Salient, a suite of in-house tools, more compelling to marketers.
The goal is to transform those individual tools into a unified platform.
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