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 the brand position, and create exceptional customer experiences that build loyalty and attract new audiences.
• Improve Marketing Performance: Automate activities, reduce campaign timelines, optimize spending, and scale marketing reach with lower costs 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.

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 our clients’ challenges and opportunities.
• 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 harmoniously, building a cohesive strategy rather than isolated solutions.
• Proven MarTech Transformation Leadership: With hands-on experience leading MarTech transformations both as consultants and in-house (including at the CMO level), we are trusted advisors to some of the most innovative and ambitious organizations, as well as those just beginning their maturity journey. We understand how marketing teams operate and prioritize sustainable adoption, ensuring you have the right skills, processes, and technology to drive meaningful, lasting results.
• Cross-Industry Best Practices: We actively draw on proven best practices and innovative strategies from across industries, enriching our industry 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 and your marketing team’s readiness to adopt it. Through our process, we document organizational priorities and assess capabilities across your entire MarTech stack. We examine how your technologies work together to deliver business value.

After discovery, we map your strategic priorities against 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. Because we focus on not just the technology but also team readiness, our roadmaps ensure successful adoption and value realization from your MarTech investments.

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 leverage the technology. While vendors provide technical training, true success requires strategic and operational transformation.

• Adoption Strategy: Design team new structures, operating models, and governance frameworks. Partner with teams to develop new strategies, processes, and measurement frameworks.
• Marketing Enablement: Accelerate success with our proven frameworks, templates, and playbooks. Partner with teams on training and co-creation to ensure the effective adoption of these foundational resources.
• Proof-of-Concepts: Design and manage focused projects that test technology, demonstrating value before long-term commitments.

MarTech Training & Workshops

We lead training sessions and workshops for organizations looking to learn more about trends in Marketing Technology.

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MarTech Focus Areas