5 steps to ensure business goals lead your martech strategy | MarTech

Getting swept up in the hype of shiny new tools is easy. From AI-powered analytics to the latest customer data platforms (CDPs) and composable digital experience platforms (DXPs), there’s always something newer, flashier and supposedly game-changing on the market.

If those tools aren’t driving real, measurable results, they’re not helping — they’re just draining your budget. Let’s explore how to cut through the noise and deliver quantifiable value.

The risks of technology-led strategy

The appeal of new technology lies in its promise of transformation. However, in my work with CMOs and marketing organizations, this promise is often unfulfilled if tools are implemented without a clear link to goals. Common pitfalls include:

• Fragmented martech stacks: Disjointed tools lead to inefficiencies, poor data utilization and misaligned strategies​​.
• Falling into the “shelfware” trap: Investments sit underutilized or unused because they fail to address the team’s real needs​.
• Missed ROI opportunities: Without clear KPIs, it’s impossible to measure whether a tool drives growth, engagement or efficiency.

Follow these steps to avoid wasted resources and make smarter choices that drive real value.

Step 1: Anchor martech decisions in business outcomes

Before considering any technology, CMOs must first define what success is. A clear understanding of core objectives (i.e., increasing customer lifetime value, expanding into new markets or driving operational efficiency) forms the foundation for making smarter technology choices.

Key actions

• Align marketing goals with corporate strategy: Break down how marketing can influence broader business objectives, like revenue growth or market expansion​​.
• Define specific KPIs: Ensure every martech investment can be tied to measurable outcomes, such as conversion rates, customer retention or campaign ROI.
• Assess functionality needs: Map tools to functional gaps in your strategy, whether it’s personalization, analytics or omnichannel engagement​.

Dig deeper: The CMO’s guide to aligning martech and business strategy

Step 2: Continuously audit and optimize your stack

Martech isn’t some “set it and forget it” thing. You’re probably wasting money and missing opportunities if you’re not regularly checking under the hood. Every tool or platform in your stack needs to earn its keep; there are no sacred cows. If a platform is outdated, redundant or underperforming, it’s time to cut the cord. Regular audits are your secret weapon for keeping things lean, efficient and effective.

Essentials of a martech audit

• Evaluate ROI for existing tools: Identify which platforms deliver value and which ones don’t meet expectations.
• Streamline data integration: Ensure seamless data flow across tools for holistic customer insights​.
• Eliminate redundancies: Consolidate capabilities into fewer, more powerful solutions​.

Dig deeper: Is it time to clean out your martech stack?

Step 3: Build a culture of cross-functional collaboration

Outcome-driven strategies only work when everyone’s on the same page. For CMOs, that means breaking down walls between marketing, IT, sales and other departments. You’ve got to build partnerships that ensure technology connects the dots across the organization. When teams work together, martech stops being a source of silos and starts being the bridge to bigger goals.

Tips for collaboration

• Joint ownership of goals: Assign shared KPIs across teams to ensure accountability.
• Cross-functional workshops: Align departments on how martech will support sales, service and operations​​.
• Regular check-ins: Maintain alignment through quarterly or biannual strategy reviews.

Dig deeper: 5 secrets to cross-functional collaboration in marketing

Step 4: Pilot quick wins to demonstrate value

Martech transformations don’t have to be overwhelming. Small, focused pilot projects can deliver fast results, build momentum and secure support for more significant initiatives without stretching resources too thin.

Strategies for quick wins

• Identify high-impact opportunities: Pinpoint small, strategic changes that deliver big results, such as automating workflows or personalizing emails with AI.
• Set clear goals and KPIs: Define measurable success metrics — like improved engagement, cost reduction or efficiency gains — to guide decisions and build credibility.
• Use existing tools creatively: Unlock untapped potential in your current stack by using underused features, such as advanced CRM reports.
• Limit scope for faster execution: Pilot new tools or approaches with a single team or channel to minimize risk and speed up execution.
• Showcase results: Present measurable impacts, like increased ROI or saved time, to earn leadership support and team enthusiasm.
• Turn lessons into best practices: Apply insights from successes and failures to refine strategies and improve future efforts.

Dig deeper: How to guarantee your marketing wins every time

Step 5: Embed a feedback loop for continuous improvement

Outcome-driven strategies are dynamic. Your technology strategy must evolve along with customer behavior, market conditions and business priorities.

Tactics to implement

• Implement iterative reviews: Regularly evaluate martech stack performance against KPIs and adjust course as needed.
• Benchmark against industry standards: Use sector-specific metrics to assess whether your stack drives competitive advantage​.
• Use analytics for decision-making: Analytics platforms can show you what’s broken and glimpse what’s coming next.

Dig deeper: How to use post-campaign data to make your marketing better

The CMO’s call to action

If you’re picking up what I’m laying down, you’re asking yourself, “Where to start?” The roadmap calls for getting back to basics: tie every decision to your business goals, audit your stack regularly, foster strong cross-department collaboration, focus on quick wins that deliver impact fast and build continuous improvement feedback loops.

Ask yourself: Does every tool in your martech stack actively drive a business outcome? If the answer is no, it’s time to make some changes. Reassess, recalibrate and align your martech with what truly moves the needle. Your marketing organization’s future success depends on it.