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Three steps to unlock the full potential of your Martech stack

Blog: Capgemini CTO Blog

The most common question we get is what Martech platforms to invest in. A lot of effort is put into requirements, procurement, and implementation of new Martech – but the result is too often not better personalization, lower campaign costs, or a higher automation grade that companies were looking for. Too often, the shiny new platforms are still used in exactly the same way as the old technology.

That’s because no matter what the platform suppliers want us to believe – marketing automation is not a technology arms race. The leaders in the space are not the organizations that have the best Martech platforms, the coolest AI applications, or the most messages sent. You need more than just technology – you need skills, data, and a new way of working. As Ian Wilson, senior director of marketing at Heineken put it when I attended websummit in Lisbon a few years ago, “We have the best Martech stack money can buy – now I need the people that can operate it.”

The leaders in marketing automation have understood that and focus beyond the platforms to create real change:

Do you need help in creating a roadmap for how to accelerate your marketing automation journey? Contact us to find out more about our marketing automation maturity assessment.

Download our  ‘put your customer first with connected marketing‘ whitepaper to learn more.

Get in touch to learn more about segmentation and profiling in Capgemini’s Connected Marketing offer.



This blog is authored by Malin Hendriksen, marketing automation expert at Capgemini Invent.


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