The marketing technology landscape has exploded with thousands of solutions that enable organizations to automate, personalize, and scale their marketing efforts across digital channels. This foundational course provides a comprehensive overview of MarTech stacks, their components, and how to strategically select, implement, and manage marketing technologies to drive business results. Participants will learn to navigate the complex MarTech ecosystem, understand integration requirements, and align technology investments with marketing strategy and customer experience objectives. The curriculum covers everything from core marketing automation platforms to emerging AI and analytics tools, providing practical frameworks for building and optimizing technology stacks that deliver measurable ROI.
Introduction to Marketing Technology (MarTech) Stacks
Sales and Marketing
October 25, 2025
Introduction
Objectives
Upon completion, participants will be able to:
- Understand the MarTech landscape and major technology categories
- Map marketing technologies to customer journey stages
- Evaluate and select appropriate MarTech solutions for business needs
- Develop MarTech integration strategies and architecture plans
- Manage MarTech implementation projects and vendor relationships
- Measure MarTech ROI and performance metrics
- Understand data management and privacy considerations
- Develop MarTech governance and usage policies
- Align MarTech investments with marketing and business strategy
- Plan for emerging trends and technology evolution
Target Audience
- Marketing Managers and Directors
- Digital Marketing Specialists
- Marketing Operations Professionals
- CMOs and Marketing Leaders
- Sales and Marketing Technologists
- Business Analysts in Marketing
- Agency Technology Consultants
- Career Changers Entering Digital Marketing
Methodology
- Technology evaluation exercises
- Case studies of successful MarTech implementations
- Vendor demonstration analysis
- Integration architecture workshops
- ROI calculation exercises
- Strategic planning sessions
- Peer review of technology plans
Personal Impact
- Enhanced understanding of marketing technology landscape
- Improved strategic planning and evaluation skills
- Stronger vendor management and negotiation abilities
- Increased confidence in technology decision-making
- Better data management and analytics capabilities
- Enhanced career opportunities in marketing technology
Organizational Impact
- More effective marketing technology investments
- Improved marketing efficiency and automation
- Better customer data integration and utilization
- Enhanced personalization and customer experiences
- Higher marketing ROI and performance
- Stronger competitive advantage through technology
Course Outline
MarTech Fundamentals
Landscape Overview- Evolution and scope of marketing technology
- Major MarTech categories and subcategories
- Marketing technology ecosystem mapping
- Business case for MarTech investment
- Current trends and future directions
- Aligning MarTech with marketing strategy
- Customer journey technology mapping
- Marketing capability maturity assessment
- Technology vs. capability-led approaches
- Stakeholder alignment and buy-in
Core MarTech Components
Foundation Technologies- CRM systems and marketing databases
- Marketing automation platforms
- Content management systems
- Email marketing platforms
- Social media management tools
- Customer data platforms (CDPs)
- Analytics and business intelligence tools
- Personalization and testing platforms
- Advertising technology and programmatic
- E-commerce and conversion platforms
Selection and Implementation
Technology Evaluation- Vendor evaluation frameworks
- Request for proposal (RFP) development
- Proof of concept and pilot testing
- Total cost of ownership analysis
- Scalability and future-proofing assessment
- Implementation roadmap development
- Integration strategy and architecture
- Change management and training plans
- Data migration and system configuration
- Quality assurance and testing protocols
Integration and Data Management
Integration Strategies- API integration and middleware solutions
- Data flow mapping and architecture
- Single customer view implementation
- Legacy system integration approaches
- Real-time vs. batch processing
- Data quality management
- Privacy and compliance requirements (GDPR, CCPA)
- Data security and access controls
- Master data management principles
- Customer consent and preference management
Measurement and Optimization
Performance Measurement- MarTech ROI calculation frameworks
- Key performance indicators for MarTech
- Attribution modeling and analysis
- Campaign performance tracking
- User adoption and utilization metrics
- Continuous improvement processes
- Technology stack rationalization
- Vendor performance management
- User feedback and enhancement prioritization
- Budget optimization and cost management
Emerging Trends and Future Planning
Emerging Technologies- AI and machine learning in marketing
- Voice and conversational interfaces
- IoT and connected device marketing
- Blockchain applications in marketing
- Augmented and virtual reality
- MarTech roadmap development
- Technology lifecycle management
- Innovation adoption strategies
- Team capability development
- Budget planning and justification
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