Modern MarTech: Harnessing Technology to Enhance the Customer Journey (Half Day)

Technology’s Critical Role in The Future of Marketing & Customer Engagement
(Half Day Workshop)

Integrating platforms and systems across the MarTech stack allows marketers to look at customer data holistically, from the first touchpoint to the last. It helps us understand where we need improvement, lets us look factually at what is working and allows us to optimize quickly and effectively.

However, with over 7000 technology solutions currently available in the marketing technology landscape , this proliferation of “logos” demands that today’s modern marketing professionals develop a keen grasp on how to select and evaluate the technology and tools within their organizations.

It's no longer a question of whether technology plays a role in marketing, it's about what role the modern marketer needs to play in selecting the best solution to drive marketing results and overall business success.

This highly engaging and interactive workshop will help participants 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.

Participants will leave with actionable concepts and tools they can immediately apply to real world situations, including aligning MarTech investment choices with the company’s customer experience strategy and digital execution. The workshop provides practical frameworks and models to understand and optimize marketing technology to enhance overall customer experience.

Who Is This Workshop For?

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.

It is appropriate for all Marketing levels. Priority should be placed on marketers charged with leading Marketing Strategy and Marketing Technology purchasing, measurement and management, where MarTech understanding plays a critical role.

This course is ideal for those being considered for rotation into a Marketing role and/or those who work extensively with Marketing and may be leveraging elements of the MarTech stack (e.g., Market Research, Field Sales, Advertising).

It is a great introduction for those new to Marketing Technology and a welcome refresher for seasoned professionals.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, improving marketing ROI and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to assemble a strategic marketing technology stack aligned to company goals
  • How to avoid “shiny object syndrome” and instead choose ideal tools
  • How to understand MarTech’s impact on the overall organization & customer experience

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to understand the critical role that sale funnel and MarTech alignment play
  • How to assess, evaluate, and select the ideal technology to support goals
  • How to understand the cross-functional impact and inflection points of MarTech

This workshop helps attendees improve marketing ROI by teaching them:

  • How to make tech investment decisions based on value not trends
  • How to evaluate and balance long term and short-term investments and impact
  • How to establish measurement requirements, reporting & goal setting for MarTech

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How marketing technology requires alignment and communication between departments, especially Sales & Marketing
  • The relationship between MarTech and AdTech, how they work together and how alignment between Marketing and Agency/Advertising drives better outcomes
  • How to understand the typical MarTech Organizational Roles at a high level


Download the full agenda here



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 School of Marketing 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.