Modern MarTech: Harnessing Technology to Enhance the Customer Journey | School of Marketing | ANA

Modern MarTech: Harnessing Technology to Enhance the Customer Journey

This course will help you understand the essential components of a marketing technology strategy, define how CMOs and other decision makers should engage in the technology roadmap and vendor selection process, and help marketing executives and teams assess their new and evolving role as a technologist within the enterprise. The course provides practical frameworks and models to understand and optimize marketing technology to enhance overall customer experience.

Learning Experience

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

Who is this Course For?

  • Marketers involved in brand management, digital marketing, marketing communications, product/service innovation
  • Any marketing organization that is looking to ensure their tech stack aligns properly their current marketing and Customer Experience (CX) strategy
  • Marketers charged with leading Marketing Strategy and Marketing Technology purchasing, measurement and management, where MarTech understanding plays a critical role

Learning Objectives

1. Learn what MarTech is and how it relates to AdTech

2. Understand MarTech’s impact on the overall organization & customer experience

3. Understand the critical role that sales funnel and MarTech alignment plays

4. Learn how to assemble a strategic marketing technology stack aligned to the customer journey

5. Learn how to establish measurement & ROI metrics, reporting and goal setting for MarTech

6. Develop your skill in assessing, evaluating and selecting the ideal technology to support marketing goals


Find out what you'll learn from instructor Mary Czarnecki in the video below.


Estimated Length of Completion

Approximately 75 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Mary Czarnecki

Mary Czarnecki is a co-founder of MAC Marketing Partners, the customer-centric marketing agency for market-leading brands. Mary has 20 years of experience driving revenue and customer impact growth for Fortune 100 companies and is no stranger to the "virtual environment," having delivered consulting and training services "remotely" since 2015. She is a regular advisor to market-leading brand teams and in addition to her work with MAC Marketing Partners, she applies her expertise in brand building and social media strategy to develop personal brand platforms for high-impact female entrepreneurs and executives to accelerate both career and business success.

Mary has been acknowledged as a top instructor for the ANA’s Marketing Training & Development Center and has developed several online courses for business leaders and entrepreneurs. She also leads live virtual group coaching programs for executives and entrepreneurs on topics such as virtual leadership, brand development, and online business growth.

Mary received her M.B.A. and M.E.M. from Yale University and B.A. from Princeton University.