Successfully Plan for, Select, and Adopt MarTech

With a strong focus on strategy, utilization, and optimization, we understand that MarTech is way more than just a single solution decision.

Why MarTech

Marketing Technology (MarTech) is a broad category of tools and platforms (over 14,000) that enhance an organization’s performance and marketing team’s effectiveness. Why do organizations adopt MarTech:

Grow D2C Revenue: Generate individual sales through new customer acquisition, upselling, cross-selling and customer retention across revenue lines (e.g., professional development, publications, subscriptions, membership, events)
Grow B2B Revenue: Enable data-driven sales and pipeline development through qualified leads, account insights, sales intelligence, and end-user adoption and engagement
Monetize Audiences: Create revenue through advertising, data products, custom publishing
Deliver Market Impact: Deepen audience engagement, strengthen brand position, and create exceptional customer experiences that build loyalty and attract new audiences
Improve Marketing Performance: Automate activity, reduce campaign time, optimize spend, and scale marketing reach at lower cost per program
Enhance Intelligence: Transform data into actionable insights. Collect, correlate, and analyze data about customers, audiences, campaigns, and content to drive smart decision making across the entire organization.

MarTech transforms through smart data, automation, campaign excellence, personalized experiences, and performance optimization. [Explore the top 16 MarTech focus areas to learn more →]

Our Marketing Technology (MarTech) Expertise

We have unrivaled MarTech expertise, balancing deep industry knowledge with a comprehensive understanding of the MarTech landscape—and how it drives business value.

Industry-Specific Expertise: Extensive experience partnering with associations, publishers, and B2B media to develop effective roadmaps and ensure successful MarTech adoption. We understand the unique business drivers, high-impact use cases, and both the challenges and opportunities our clients face.
Tech Ecosystem Expertise: Deep knowledge across a wide range of MarTech and data analytics tools, coupled with an in-depth understanding of how these tools integrate with industry-specific systems—such as publishing platforms, AMSs, and submission systems. This holistic approach ensures that tools work in harmony, building a cohesive strategy rather than isolated solutions.
Proven MarTech Transformation Leadership: Hands-on experience leading MarTech transformations both as consultants and in-house (including at the CMO level). We are a trusted advisor to some of the most innovative and ambitious organizations as well as organizations early in their maturity journey. We understand how marketing teams operate and focus on sustainable adoption, ensuring you have the right skills, processes, and technology to drive impactful results.
Cross-Industry Best Practices: We actively draw on proven best practices and innovative strategies from across industries, continually looking beyond our own field to bring fresh insights and approaches in marketing, MarTech, and customer experience.
Proven Frameworks & Methodologies: We bring comprehensive experience across the entire MarTech lifecycle, using established frameworks and methodologies to guide each stage. See our services below.

MarTech Services

Marketing Technology Capability Audit & Roadmap

Our MarTech Capability Audit & Roadmap takes a holistic view of your marketing technology ecosystem. Through our process, we document organizational priorities and assess capabilities across your entire MarTech stack – examining how your technologies work together to deliver business value.

After discovery, we map your strategic priorities against both your current technology landscape and C&E’s proprietary capability framework. This comprehensive analysis reveals critical gaps, redundancies, and opportunities across your full MarTech ecosystem.

The final output is a sequenced roadmap that connects business value to MarTech investments, with clear prioritization and dependencies. Our roadmaps deliver quick wins while building toward an interoperable, future-ready MarTech stack that avoids siloed solutions.

Marketing Technology Business Case

Building a compelling MarTech business case requires capturing both financial and strategic value. We help develop “Size of the Prize” models that align technology investments with business goals. Our comprehensive financial analysis covers all costs—from licenses to staffing to implementation—alongside expected benefits. We define clear success metrics and consider non-financial factors to ensure your MarTech investments deliver measurable returns and strategic advantage.

Marketing Technology Vendor Evaluations

Our rigorous RFI (Request for Information) and RFP (Request for Proposal) evaluations go beyond basic vendor comparisons, using an impartial, cross-functional approach to identify the best-fit solutions for your organization’s needs. Our proprietary process focuses on:

Revealing True Capabilities and Fit: Assess each solution’s strengths and limitations to ensure alignment with your specific use cases.
Ensuring Ecosystem Compatibility: Assess how each solution fits within the broader tech stack, helping you understand how the selected tool will interact with and impact other tools. This holistic approach ensures each piece of the puzzle supports a cohesive, effective MarTech ecosystem.
Supporting Adoption and Change Management: Prepare teams with a deep understanding of functionality and use case relevance to drive smooth adoption and effective change management.
Facilitating Stakeholder Understanding & Alignment: Foster cross-team collaboration to prioritize essential requirements and build consensus. Ensure the entire organization understands both what the technology can deliver and what is required to adopt and maintain it successfully.

We’re well-versed in evaluating leading platforms and technologies. Our most popular technology classes for evaluations are:

Customer Data & Analytics: CDPs, consent management, analytics platforms
Marketing Automation: Email, campaign orchestration, and cross-channel platforms
Experience Optimization: Personalization, interactive tools, and conversion solutions
Content & Social: Social media and multimedia platforms
Planning & Operations: Marketing planning and management tools

Marketing Technology Enablement

Our priority is ensuring successful MarTech adoption by empowering your marketing team to fully leverage the technology. While vendors provide technical training, true success requires strategic and operational transformation.

Adoption Strategy: Design team structures, operating models, and governance frameworks that support MarTech success. Establish clear processes, measurement approaches, and cross-functional operations.
Marketing Enablement: Accelerate success with our proven frameworks, templates and playbooks. Partner with your teams on training and co-creation to ensure effective adoption of these foundational resources.
Proof-of-Concepts: Design and manage focused initiatives that demonstrate value, from personalized nurture programs to complex multi-channel campaigns. Ensure clear success metrics and learning objectives.

MarTech Training & Workshops

For organizations looking to learn more about trends in Marketing Technology we lead trainging sessions and workshops.

Want to Learn More about MarTech

16 Marketing Technology Focus Areas

Customer & Audience Data Collect and unify comprehensive data—including preferences, behaviors, and transactions—to understand engagement, topical affinity, and interests. Leverage these insights for precise segmentation, targeting, and analysis. Enable privacy-compliant data governance and preference management for trustworthy customer relationships and analytics.
Zero-Party Data Collection: Deploy and optimize forms, landing pages, preference centers, feedback tools and interactive experiences to capture customer input and drive completion. Enable transparent data collection and preference management.
Content Intelligence: Understand what content resonates with which audiences and identify emerging topic trends to inform future content strategy.
Marketing & Campaign Planning: Develop integrated marketing and campaign strategies aligned with business goals. Enable data-driven campaign prioritization and intelligence.
Predictive Analytics & Intelligence: Leverage AI and advanced analytics to predict customer behavior, optimize campaign strategies, and identify new opportunities.
Omnichannel Personalization & Lifecycle Marketing: Enable tailored experiences and intelligent recommendations across the customer journey. Orchestrate across channels. Adapt content and interactions based on behavior, preferences, and lifecycle stage.
Marketing Automation & Campaign Execution: Execute sophisticated campaigns across email, newsletters, paid media, push notifications, SMS, web, mobile, and other channels. Automate lead generation and qualification to support business development teams.
Optimization: Plan, automate and test campaigns, experiences and user behavior analytics to drive continuous improvement.
Messaging: Deploy and manage messaging platforms as foundation for communications, testing, personalization and AI-powered optimization.
Search & Digital Presence: Optimize digital presence for both traditional and AI-powered search. Adapt SEO (search engine optimization) and LLMO (large language model optimization) strategies for an evolving search landscape. Track user behavior and site performance. Deploy and maintain CMS for dynamic digital experiences and web content delivery.
Influence & Reach: Actively engage with social media, influencers, and media outlets to boost visibility, foster meaningful connections, and build trust with your audience.
Community & Advocacy: Build engaged communities, drive referral programs and foster brand advocacy through integrated loyalty and reward.
Marketing Performance Measurement: Track campaign ROI, performance attribution, and marketing mix models. Optimize spend and impact through data-driven insights.
Business Intelligence: Democratize data access and insights across the organization through self-service analytics, customizable dashboards, and automated reporting
Content & Creative Management: Develop and manage content marketing and creative assets across formats, including multimedia, events, and sales enablement. Enable collaborative content creation and AI-powered generation, optimization, and production
Project & Resource Management: Plan marketing initiatives, track resources and budgets, coordinate execution. Enable efficient workflows through integrated tools

Marketing Technology (MarTech)