Martech Management: Aligning Marketing Technology with Business Strategy offers a clear and practical guide to navigating the complex world of Marketing Technology (Martech). This book empowers marketers to harness Martech tools and data effectively, aligning their marketing strategies with business objectives to drive measurable growth and revenue.
Offering a step-by-step process for identifying objectives, understanding stakeholder requirements, and creating business process maps, this guide helps readers confidently navigate the Martech landscape and make informed decisions. Each chapter includes key definitions to clarify technical concepts and terms, extensive notes to provide background and context, and discussion questions to encourage critical thinking and conceptual understanding. Real-world mini-cases and a thoroughly developed case study about an Indian pharmaceutical firm that successfully implemented a Martech makeover help students relate theory to practice.
Providing the knowledge and tools needed to harness Martech effectively, this text is recommended reading for postgraduate and executive education students studying digital marketing strategy, business process management, and digital business more generally, as well as Marketing professionals. It is rooted in the author’s extensive background in managing marketing in big firms and small.
Supplementary resources include an Instructor’s Manual, Lecture Slides, Exam Questions, and In-class Exercises and are available at martechmgt.com.
Table of Contents:
PART I: FOUNDATIONS. Understanding the Problem. Chapter 1: The Evolution of Marketing Technology. Chapter 2: Marketing Failure and Process Mapping. Chapter 3: What Martech Is (and Isn’t)—From Tools to Capabilities. Chapter 4: The Revenue Generation Gap. PART II: BUILDING BLOCKS. Establishing Core Capabilities. Chapter 5: Building the Data Foundation. Chapter 6: Measurement, Attribution, and Decision Discipline. Chapter 7: AI, Agents, and the Marketing Operating System. PART III: EXECUTION. Making It Work. Chapter 8: Creating Business Process Maps for Revenue-Centric Martech. Chapter 9: Revenue-Centric Vendor Selection and RFP Strategy. Chapter 10: Implementation, Integration, and Optimization. PART IV: ORCHESTRATION. Sustained Performance. Chapter 11: Marketing-Sales-Data Alignment and Revenue Ownership. Chapter 12: Jenburkt Pharmaceuticals: A Successful Martech Implementation.
About the Author :
Tim P. McMahon is Associate Professor of Practice Marketing and Management at Creighton University Heider College of Business, and a member of adjunct faculty at New York University School of Professional Studies.
