Good morning. Marketing technology, or “martech,” promises smarter customer engagement—but without clear ROI, it risks becoming a digital money pit. Chief marketing officers and chief financial officers play a major role in preventing that.
Email marketing tools, customer data and automation platforms, and social media and campaign management systems are all examples of martech. Their use and configuration vary by industry, Robert Tas, a partner at McKinsey & Company, told me. “For instance, in financial services, you’ll find risk compliance tools integrated into marketing,” he noted.
