Modern MarTech: Harnessing Technology to Enhance the Customer Journey (Half Day) | School of Marketing | ANA

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 campaigns quickly and effectively.

However, with over 8000+ options to choose from across the marketing technology landscape, today’s modern marketing professionals are challenged to develop a keen grasp on how to ask smart questions about 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 using the best solution to elevate the customer experience and drive marketing results. An essential key to doing this successfully is being able to understand the organization's technology - everything from content management tools to customer relationship management platforms to internal collaboration programs - and how it can provide a window into the customer experience throughout the buyer's journey.

This highly engaging and interactive workshop will help participants understand the essential components of a strategic marketing technology stack, provide frameworks that any member of the marketing organization can use to confidently engage in strategic conversations about MarTech, and help marketing executives and teams successfully navigate their new and evolving relationship with marketing technology.

Participants will leave with actionable frameworks they can immediately apply to real-world situations, including aligning MarTech investments with the company’s customer engagement and digital sales funnel strategy. The workshop provides practical examples and real-world case studies that showcase how marketing leaders can use marketing technology strategically to enhance the 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 works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.