Crafting a MarTech Business Case | School of Marketing | ANA

Crafting a MarTech Business Case

This foundational course will guide you through a focused exploration on how to create compelling business cases for Marketing Technology (MarTech) initiatives. It emphasizes the importance of understanding and constructing MarTech business cases, aligning them with strategic business goals to ensure significant impact. Participants will learn how to leverage data and analytics to build robust, evidence-based arguments and engage key stakeholders effectively. The course also covers vital presentation skills and techniques for demonstrating return on investment, equipping professionals with the necessary skills to advocate successfully for MarTech solutions and drive impactful marketing strategies.

Learning Experience

This is a multimedia format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, user engagement, assessments, and resources/tools.

Who is this Course For?

    • Marketing practitioners
    • Technologists and developers
    • Brand strategists

Learning Objectives

  1. Appreciate the benefit and impact of a well-crafted Business Case to influence MarTech investments
  2. Explore the diverse formats of business cases and determine their optimal application in various contexts
  3. Master the strategies for collecting pertinent data and conducting market research to substantiate the Business Case
  4. Understand the process of risk identification, assess their potential impact, and formulate strategic mitigation plans
  5. Recognize the criticality of accurately defining business problems or opportunities while securing stakeholder engagement and approval

Find out what you'll learn from Transparent Partners in the video below.


Estimated Length of Completion

Approximately 45 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Note that this course is part of a more comprehensive 9-course MarTech Foundational Certificate Program to be launched in the next few months. Individual courses may be launched as they are developed and may be available out of sequence.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $29 Silver Tier $49 Nonmember $59


Transparent Partners

Transparent Partners is an independent consulting firm dedicated to helping brands create value through world-class marketing. Our results are achieved through a relentless commitment to, and deep expertise in, marketing technology, marketing and consumer data, and marketing operations.

Our services and expertise span the entire range of MarTech, including assessments, architectural design, selection, implementation, and operationalization. Our commitment is to ensure clients see a positive return on their investment in marketing technologies.

In marketing and consumer data, our proficiency extends to comprehensive assessments, strategic planning, architectural design, and sophisticated measurement & analytics, facilitating informed and data-centric marketing choices.

Additionally, our knowledge in marketing operations ensures clients can effectively execute their strategies, enhancing value creation across all dimensions of their marketing activities.