The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.


LXA MBA: The Essentials of Account Based Growth: ABM, ABS and ABX

The funnel has well and truly flipped. Gone are the days where B2B marketers looking to acquire high value customers rely on batch and blast one-to-many campaigns – wasting valuable resources across media channels targeting inappropriate prospects.

Welcome to the new world. A world where Marketing, Sales and Experience functions all align to identify, target, acquire and retain a smaller set of key accounts with the greatest potential for business growth.

This course will help you structure a robust strategic ABM framework within your business, with focused, personalised campaigns, messages and experience, to a clearly-defined set of target accounts. It will combine the key models of Account Based Marketing, Account Based Sales and Account Based Experience to help you break down traditional silos and drive long-term growth.




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Coming in 2023




Download the brochure


Giving you the tools to build your skills in marketing, sales, and tech

LXA MBAs are mini-MBA programmes designed for busy, ambitious marketing, sales and tech professionals

Build the skills you need
to stay ahead.

Maintain cutting-edge knowledge to future-proof your career and boost your earning potential.

Build the skills you need
to stand out.

Gain recognition and reward with CPD points, a LinkedIn digital badge, and certification.

Build the skills you need
to make a difference.

Impact and drive performance within your business in a meaningful way.

Build the skills you need
to connect.

Grow your network of professional connections that can last a career and beyond.

Build the skills you need
for less.

Gain the skills you need in less time and with a lesser investment compared to a business school.

The Essentials of Account Based Growth: ABM, ABS and ABX

The why, who, what and how of a world-class B2B sales function.


Module 1: The Evolution of Account-Based Models

  • The evolution from traditional marketing to Account Based Models
  • Introducing the LXA Account-Based Growth Framework and Maturity Model

Module 2: Planning Your ABM Strategy

  • Aligning business goals with your sales strategy
  • Buyer Journeys and Sales Funnels
  • Accurate Profiling: Developing your Ideal Customer Profile and Buyer Personas

Module 3: Process, Actions & Campaigns

  • Campaign Management, Operations and Governance
  • Personalising your campaigns and content
  • Automating the marketing and sales process
  • Performance Metrics and Measurements: From lead scoring to attribution models

Module 4: Platforms, Technology & Tools

  • Essential tools in your Account Based Growth stack
  • Stack management, design, stability and performance
  • Selecting tech the right way

Module 5: ABM People & Teams

  • Developing ABM roles, functions and teams
  • Account Based Growth leadership
  • Breaking down the Silos: Sales & Marketing Alignment

Module 6: Pioneer & Pilot

  • The Future of Account-Based Growth
  • Future-Proof your ABM function

Module 7: The Essentials of ABM Wrap-Up

  • Course Summary
  • Continuing your Account Based Growth learning
  • Uploading your Account Based Growth project

Course Format

Where EdTech meets SalesTech

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Example Timetable

LXA MBA Example Timetable

Course Instructor: Carlos Doughty

  • Named 2020 Marketing Technology Business Leader of the Year (UK)
  • Host of the weekly martech news video series
  • Marketing & tech book club podcast host - Interviewing the world's most famous marketers and entrepreneurs including Gary Vee,  and Seth Godin.
  • Researcher of UK & APAC marketing technology supergraphics.
  • Former chief marketing technology consultant to some of the world's largest law firms, agencies, manufacturing, financial services and media companies, as well as tech scale ups.
  • Founder of LXA (formerly MarTech Alliance) from his front room.
  • Regular featured presenter. Has delivered a series of leading marketing & tech events across Madrid, Helsinki, Delhi to London
"I highly recommend the 4Ps of marketing technology course to any marketing ops professional interested in professional growth and advancement. It presents both a great opportunity to connect and network with leaders in the Martech space, and also to engage with the rich content and use cases provided in the program to address challenges many organizations deal with today, and I dare say will continue to in future."
Head of Marketing Operations



"This course provided some fundamental information and frameworks specific to the MarTech space, which I will be using in our business to drive better Marketing."
Senior Marketing Automations & Operations Manager

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Who should enrol?

Are you a B2B leader starting your strategic ABM journey or looking to improve the strategy you currently have in place? Has your previous approach to attracting high-value clients seen poor return on investment? This course is for you.

All Courses

Check out every LXA MBA and workshop

Certificate: Marketing Operations Essentials

12th June 2023 | This course is packed with everything from marketing ops organisation fit to campaign ops, to tech and project management - and everything in-between.


Certificate: Marketing Technology (MarTech) Essentials

12th June 2023 | This course covers the A-Z of auditing and developing your marketing technology strategy.


Certificate: Sales Enablement & Sales Operations Essentials

12th June 2023 | This course will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort, so you can drive revenue growth with confidence.


Certificate: Digital Transformation Essentials

Coming in 2023 | This course takes you through every step you need to undertake, understand, design, and implement change for an ambitious future focussed company that can dominate for years to come


Workshop: Marketing Operations Mechanics with No Code

12th June 2023 | This course will teach you how to accelerate marketing operations performance through no-code programming and the creative deployment of martech to build new tools and automate..


LXA Membership

Extend your learning beyond a single course with membership options offering access to ALL certificate courses across the year. Additionally, you’ll have access to workshops, monthly events, and fresh resources published weekly. No hidden fees, just all you can learn membership package.

Single course

Access to one course for you

£1450 / $1695
per course, per person
Online events
Alumni Digital Community Space
In-person events
Quarterly workshops

Corp Membership

Unlimited course access for you & your team

Get in touch
custom packages available
Online events
Alumni Digital Community Space
In-person events
Half-yearly briefing sessions

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