Marketing Technology—A Strategic Approach to Drive Business Value

Author: Luke Goodrich
1 / 31 / 2017
MarTech Strategy

Each day, technology makes more impact in more areas of our lives—marketing is no different. Marketing technology (MarTech) allows companies to better understand and talk with their customers. Furthermore, it enables new customer experiences that marketers couldn’t have fathomed just few years ago. As much as technology is changing the world, it is also forcing leaders to change how they think about their businesses. With thousands of marketing technology solutions available, managers struggle to prioritize investments, build teams with the right skillsets, and find tools that are both bleeding-edge and stable.

Lenati, in partnership with Scott Brinker of, spoke with CMOs and VPs at both enterprise and high-growth firms—including Adobe, Microsoft, Hilton, SAP, VMTurbo and more—to understand how some of today’s leading marketing minds are making MarTech work for them. We’ve distilled select insights from these discussions and shared them here.

Read this presentation to learn how leading Marketing Executives:

  • Take strategic approaches to investment decisions
  • Build MarTech stacks that allow them to innovate and scale while maintaining reliability
  • Drive smooth implementations that result in widespread adoption
  • Build teams that balance technical proficiency with business acumen
  • Stay up-to-date on the most innovate tools in the market

Note: This presentation is a compilation of research conducted by and For more detailed research findings, download “Marketing Technology as a Strategic Asset.”

About the Author

Luke Goodrich is an experienced marketing professional who helps leading companies develop customer acquisition and engagement strategies and bring products to market. He focuses on how marketing technologies can help companies build stronger connections with their customers. His background spans industries such as high-tech, e-commerce, retail and manufacturing.

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