MarTech Committee

Description & Purpose   

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The ANA MarTech Committee is focused on collectively improving and celebrating the products, people, processes, and partnerships that enable members to operationalize their marketing efforts at scale. 

With marketing technology accounting for the largest proportion of marketing budgets at 26.2 percent, equating to more than $300 billion in global spend, among more than 9,500 solution providers, and just 18 percent of brands having reported mastering their martech stack, and a severe shortage of experienced talent and unclear career paths for practitioners, the need for marketplace focus and leadership is palpable.

This committee works with leading cross-functional experts to share, learn, and discuss the challenges and opportunities related to partner selection and integration, talent management, organizational excellence in working across departments, measuring ROI, and much more for members to secure better value out of their investment, drive growth, reduce waste, and eliminate redundancies.  

Committee Chair: 

Leadership Initiatives  

The Future of MarTech  

The successful marketer of today must implement tech solutions to capture and analyze customer data, converting it to meaningful insights that allow a brand to differentiate itself in an increasingly personalized selling environment. Learn the ins and outs of marketing technology (martech) in this report from ANA Marketing Futures.  

Infographic: The Future of MarTech 

ANA created an infographic on martech stacks from ANA Marketing Futures. Savvy marketers need to audit their current stack, fill necessary gaps, and keep up with trends to ensure the tech that powers their marketing efforts is up-to-date and maximally effective. 

MarTech Adoption Benchmark Report 

ANA partnered with MRP and Demand Metric to field a research survey to find out how these personas adopt martech differently and how their posture toward martech adoption impacts their ROI. The benchmarking information this study provides can help marketers build a best practice blueprint for acquiring, adopting, and maximizing the ROI on martech.  

Modern MarTech: Harnessing Technology to Enhance the Customer Journey 

Mary Czarnecki is a co-founder of MAC Marketing Partners, the customer-centric marketing agency for market-leading brands. This workshop is for marketers involved in brand management, digital marketing, marketing communications, product/service innovation and any marketing organization that is looking to ensure their tech stack aligns properly with their current marketing and Customer Experience (CX) strategy. 

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