What is Martech

…and what does it mean?



What does Martech mean?

The European Martech report defines Marketing Technology as follows “Business strategies combined with technology in order to be more customer-focused. This combination includes several dimensions, such as: people, process, technology & data. This means that Martech as such includes much more than only the technology itself.

Marketing Technology has become an integral part of any organization’s strategy to drive customer experience and business growth. By focusing on all four dimensions companies can unlock the full potential. Let’s dive into the different dimensions to explain what it means.



Driving success: 
The 4 dimensions you need to focus on

1. People
– The right competence in the right place

Having the right people with the necessary Martech skills is crucial for success. This involves hiring, training, and empowering employees with the knowledge to leverage marketing technology tools effectively. It’s not just about hiring tech-savvy individuals; it’s about having a diverse team that understands marketing, sales, and customer needs. People are the driving force behind Martech implementation and innovation.

A company’s success with Martech heavily relies on its ability to attract, develop, and retain the right talent. Businesses need a mix of marketing experts, data analysts, technologists, and customer experience specialists to fully leverage the potential. Training and upskilling existing employees are equally important to ensure they can adapt to new advancements and utilize the tools effectively.


2. Process
– Ways of Working to Maximize

Implementing marketing technology requires well-defined processes and workflows. Companies need to identify the best practices and streamline their marketing, sales, and customer service processes to get the most out of Martech. This involves aligning different teams, setting clear KPIs, and continuously refining processes based on data-driven insights.

A common challenge organizations face is siloed departments and disjointed processes. This prevents the seamless integration of Martech tools and inhibits the organization’s ability to deliver a consistent customer experience. A data-driven approach is essential in breaking down these silos and aligning everyone toward a unified customer-centric strategy.


3. Technology
– The Right Tools to Create Value

Selecting the right Martech tools is critical. With the rapid advancements in technology, it’s essential to stay updated on the latest tools that can enhance customer experience and deliver business value. However, technology alone is not enough; it needs to be integrated seamlessly into the overall Martech ecosystem to ensure a unified and efficient approach.

When choosing Martech solutions, businesses should consider their specific needs, scalability, and integration capabilities. A mix of best-of-breed tools and integrated platforms often works best to create a comprehensive Martech stack. Integrating these tools and platforms ensures a seamless flow of data and insights across different teams, improving collaboration and decision-making.


4. Data
– The Right Structure and Models to Make Martech Data Actionable

Data is the backbone of Martech’s success. Collecting, organizing, and analyzing data from various touchpoints can provide valuable insights for personalization, targeting, and optimizing marketing efforts. Having a well-structured data framework and utilizing advanced analytics can unlock the true potential of Martech. Data quality, security, and privacy are critical considerations when working with Martech data. Organizations must ensure compliance with data protection regulations and implement robust data governance practices. Additionally, leveraging AI and machine learning algorithms can help analyze vast amounts of data and identify patterns and trends that human analysis might miss.



Driving Martech success involves a holistic approach that encompasses the right people, streamlined processes, advanced technology, and actionable data. Emphasizing all four dimensions and aligning them towards a customer-centric approach will undoubtedly lead to enhanced customer experiences and business growth. As we progress into the future, the Martech landscape will continue to evolve, presenting both opportunities and challenges. The European Martech Report 2023 offers valuable insights that emphasize the holistic approach needed for success. By embracing all four dimensions and making strategic investments in people, process, technology, and data, organizations can thrive in the dynamic and competitive world of marketing technology.


How to succeed with your Martech investment

To succeed with your investment in Martech, you must genuinely become customer-focused.

Why do companies fail, and what have companies done that have succeeded in their transformation to become truly customer-focused? (Only available in Swedish)


European Martech Report 2023

“Despite the hype, 1 out of 3 struggle to find the value of AI”

“The importance of all four dimensions”

“Competence lacking across all markets”

“Keys to Success”

This report has been developed for the sixth year in a row. The report is based on 2200 + interviews with professionals involved in, having influence over, or decision-making authority within their organization. The report focuses on current challenges, barriers, and opportunities within the Martech field, and the data collection survey has been carefully crafted out of workshops and interviews with a Swedish-based advisory board, consisting of experts within the industry.