The ROI from investments in MarTech comes from utilizing the technology, monetizing customer data, and adopting new ways-of-working and skills in the organization.

A strong MarTech business practice has a clear focus on delivering value to the business. It should measure the performance and robust operational processes that drive optimization & personalized customer experiences at scale.

A focused approach to platform adoption, skills, and processes creates the foundation for a strong MarTech practice. Assessing existing practice maturity and performance levels is key in order to formulate clear short- and long-term objectives.

Formalizing ways-of-working, job roles, and responsibilities is foundational to organizational practice adoption & operational efficiency. Finally, barriers for practice growth and improved business outcome must be identified and incorporated into the MarTech governance process.