In today’s digital landscape, marketing technology (MarTech) is crucial for enhancing customer engagement, streamlining operations, and driving growth. However, simply implementing MarTech tools isn’t enough. Success requires a well-structured martech team that aligns tech initiatives with marketing goals. Building a high-performing team is about having the right people in key roles to ensure seamless integration and effective execution.
Key Roles and Functions of a High-Performing MarTech Team
To maximize the effectiveness of martech, it’s essential to have the right team structure. A high-performing martech team typically consists of five key roles and functions
- Strategy & Planning: Establishing clear marketing goals and aligning martech strategies with overall business objectives. This involves leadership from roles such as CMO or Head of Marketing, ensuring that martech initiatives are strategically focused.
- Core Martech Functions: Concentrates on executing marketing activities using martech tools. This includes managing and optimizing campaigns, coordinating advertising efforts, handling program execution, and analyzing performance metrics. The focus here is on the operational use of martech to drive daily marketing activities effectively.
- Creative and Content: Responsible for the creative direction and content production to maintain consistent messaging and brand identity. This involves managing copywriters, designers, and social media teams to create engaging content across various platforms.
- Campaign Operations: Focused on the oversight and management of marketing campaigns. This role ensures that campaigns are executed on time, within budget, and across the right channels, while also ensuring cross-functional collaboration to achieve campaign objectives.
- Marketing Technology: Handles the strategic selection, implementation, and long-term maintenance of martech tools and systems. This role involves collaborating with IT and tech architects to integrate technology effectively, ensuring that the martech stack supports the company’s strategic goals and remains up-to-date
Recommended Roles and Functions
| Strategy & Planning | PIC: Marketing manager Approval: Head of Marketing/ CMO Support: Campaign/ Advertising/ Program / Social Media/ Analytic Technical Consulted: Solution/ Technical Architect |
| Data & Analytics | PIC: MKT Analytics/ Campaign Manager System Owners: commerce, internal database, CRM, and so on |
| Creative and Content | PIC: Content Manager Support: Copywriter/ Social Media,.. Consulted: Data team, Website/ App management |
| Campaign Operations | PIC: Campaign Manager/Digital Team Support: All team marketing |
Marketing Technology | PIC: Program/ Digital Marketing manager Support: IT/ Technical architect System Owner: commerce, internal database, CRM, and so on |
In the journey of building an effective martech team, many companies often face challenges due to the lack of key roles and functions as outlined above, particularly in the areas of core martech functions, campaign operations, and marketing technology. The absence of a program manager and campaign manager can create significant barriers to effectively utilizing and operating martech tools once they have been deployed.
The program manager plays a pivotal role in selecting, implementing, and managing martech tools, ensuring they align with the company’s overall strategy. Meanwhile, the campaign manager is responsible for overseeing the execution of marketing campaigns, ensuring seamless collaboration among teams to achieve set goals.
To address this issue, companies may consider transitioning, internal training, or hiring specialized martech consulting firms like Tvia Collab. These consulting firms can offer in-depth training packages, ensuring that your team is fully equipped with the necessary skills and knowledge to master the chosen martech tools. This approach not only helps businesses optimize their technology investments but also builds a strong foundation for sustainable growth in the future.
Building and maintaining a complete martech team is the key for businesses to fully leverage the power of technology in marketing activities, enhance customer experience, and achieve outstanding business results.