Marketing and media have become complex and messy.

Chief marketing officers have to contend with fragmentation, an increasing number of different players providing technology platforms and solutions, and a whole new lexicon of marketing technology terms.

The job of the CMO is surely the most disparate and all-encompassing in the C-suite. There are many different components jostling for limited attention, from creative to data to tech to analytics to customer experience to media. CMOs are at the forefront of digital transformation for brands — often leading the development of new customer experiences — yet they can feel like they're playing an expensive game of whack-a-mole. Just when they think they've dealt with one, another appears.

A recent study from Gartner shows that the CMO's IT budget is typically on the same scale as that of the average chief information officer. More than 20 percent of all marketing spend now goes toward marketing technology.