Martech Course

Lesson 1 • Aligning Martech to Business Strategy

Connects technology selection to organisational goals and KPIs. Prevents tool adoption driven by hype rather than strategy.

Lesson 2 • Core Martech Roles and Teams

Identifies the people who build, manage, and use martech stacks. Clarifies how roles interact across marketing, IT, and data teams.

Lesson 3 • What Martech Is and Why It Matters

Defines marketing technology and its strategic value to organisations. Establishes shared vocabulary used throughout the course.

Lesson 1 • Identity Resolution and Unified Profiles

Explains how disparate data points are stitched into a single customer view. Prepares students for CDP and personalisation work in later chapters.

Lesson 2 • Data Governance and Privacy Principles

Introduces consent management, data minimisation, and retention policies. Ensures students apply privacy-by-design thinking to every martech decision.

Lesson 3 • Types of Customer Data

Distinguishes first-, second-, and third-party data and their sources. Grounds later discussions of data strategy in concrete data types.

Lesson 4 • Data Quality and Hygiene

Teaches methods for identifying and fixing dirty, duplicate, or incomplete data. Clean data is a prerequisite for accurate analytics and personalisation.

Lesson 1 • Workflow and Trigger-Based Automation

Builds skills in creating event-triggered journeys and multi-step nurture flows. Students apply logic branching to handle diverse audience behaviours.

Lesson 2 • Automation Testing and Quality Assurance

Establishes a testing discipline for automation programmes before they go live. Reduces costly errors in production campaigns.

Lesson 3 • Marketing Automation Platform Architecture

Explains how automation platforms are structured and how data flows through them. Provides the technical context needed to configure campaigns correctly.

Lesson 4 • Email Campaign Design and Execution

Teaches template creation, dynamic content, and send-time optimisation for email. Email remains the highest-ROI channel in most martech stacks.

Lesson 1 • Lead-to-Revenue Process Design

Maps the full funnel from marketing-qualified lead to closed revenue. Aligns martech workflows with CRM pipeline stages for seamless handoffs.

Lesson 2 • Sales Enablement Through Martech

Shows how martech surfaces buyer intent signals and content recommendations to sales reps. Increases sales productivity without adding manual work.

Lesson 3 • Reporting Across Marketing and Sales

Builds shared dashboards that give both teams visibility into pipeline contribution. Establishes a common language for revenue accountability.

Lesson 4 • Martech-CRM Integration Architecture

Explains native connectors, middleware, and API-based integration patterns. Students choose the right integration approach for their stack.

Lesson 1 • Web and Campaign Analytics Setup

Covers tagging strategy, UTM parameters, and analytics platform configuration. Accurate tracking is the prerequisite for any meaningful attribution.

Lesson 2 • Experimentation and A/B Testing

Introduces controlled testing methodology to validate marketing hypotheses. Students apply statistical thinking to avoid false conclusions from test results.

Lesson 3 • Attribution Models and Their Trade-offs

Compares single-touch, multi-touch, and data-driven attribution approaches. Students select the right model based on business context and data availability.

Lesson 4 • Marketing Analytics Foundations

Establishes core metrics, data sources, and analytical thinking for marketers. Prevents vanity-metric traps by anchoring measurement to business outcomes.

Lesson 1 • Omnichannel Activation and Journey Orchestration

Designs connected customer journeys across email, web, mobile, and paid channels. Ensures consistent messaging regardless of where the customer engages.

Lesson 2 • Audience Segmentation Strategies

Covers rule-based, behavioural, and predictive segmentation techniques. Precise segments are the foundation of effective personalisation.

Lesson 3 • Measuring Personalisation Effectiveness

Establishes metrics and test frameworks to prove personalisation ROI. Closes the loop between audience strategy and business outcomes.

Lesson 4 • CDP Architecture and Use Cases

Explains how CDPs differ from CRMs, DMPs, and data warehouses. Clarifies when a CDP is the right solution and what problems it solves.

Lesson 1 • Auditing an Existing Martech Stack

Provides a structured process for inventorying tools, usage, and costs. Identifies redundancies and gaps before any new technology is purchased.

Lesson 2 • Building a Martech Roadmap

Guides students through creating a phased technology roadmap tied to business priorities. A roadmap aligns stakeholders and justifies budget requests.

Lesson 3 • Vendor Evaluation and Selection

Teaches a rigorous RFP and scoring process for evaluating martech vendors. Reduces the risk of costly tool replacements within 12 months of purchase.

Lesson 4 • Stack Architecture Principles

Introduces modular, composable, and best-of-breed architecture patterns. Students design stacks that scale without creating technical debt.

Lesson 1 • Scaling Martech Across the Organisation

Addresses the challenges of rolling out martech programmes to multiple regions or business units. Students design scalable processes and governance for enterprise growth.

Lesson 2 • Demonstrating Martech Business Impact

Teaches executives how to frame martech value in revenue and efficiency terms. Secures ongoing investment by connecting technology to measurable outcomes.

Lesson 3 • Data-Driven Budget Allocation

Uses performance data to allocate martech and channel budgets for maximum ROI. Connects measurement skills from earlier chapters to financial decision-making.

Lesson 4 • Marketing Operations as a Discipline

Positions MOps as a strategic function, not just a technical support role. Students articulate the business case for investing in marketing operations.