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Where does Marketing Technology sit within an Organization?

A common question marketers ask is how martech fits into an org structure. In this lesson, we'll talk about that issue, and describe different models for how martech can serve an organization at different stages in a company's lifecycle.

  • How and where to put Marketing technologies within a company is an issue many companies face because no body usually knows where it fits/how it should be managed.
  • Martech requires the ability to figure out new tools, therefore Martech is constantly changing and evolving. Martech needs to be recognized and resourcing needs to be devoted to Martech.
  • Overnship of Martech displays different roles depending on the size/growth of a company. For example, with a large organisation Martech shifts away from engineering and there are competing priorities.

Slides for this lesson embedded below.

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Scope and Mandate of a Marketing Technologist

Do you know what a marketing technologist does? Let's cover the role a martech expert should serve in an org.

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