Development of a theoretical marketing technology maturity model

Abstract

MarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data analysis, leading to the amalgamation of dimensions such as ‘team structure’ and ‘skills’ into the consolidated ‘people’ dimension. The dimensions – technology and data, strategy, organisation, people and skills, and customers – are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.