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.


Keep upgrading your skills, your knowledge and your network with:

Certificate: Marketing Technology Essentials 

With course instructor Carlos Doughty


Built around the LXA 5Ps of MarTech & Marketing Ops© framework, this course will provide you with a holistic overview of the what, why and how of martech. It will help you uncover valuable insight around auditing your martech maturity and developing your marketing tech strategy with impact.



12th June / 6 weeks



Immediate / 12 weeks



18 hours




The Course Formula

The Certificate: Marketing Technology (MarTech) Essentials course is developed around the 5Ps of Martech & Marketing Ops framework visualised here in our periodic table.


Explore this Course

Download the course brochure


Certificate: Marketing Technology (MarTech) Essentials Curriculum


Module 1: Understanding the Marketing Technology Landscape

  • A brief history of digitisation and the evolution of the marketing tech landscape
  • Distilling myths and understanding the definition of martech
  • Unpacking the strategic impact martech has on digital transformation, marketing and the business

Module 2: MarTech Planning & Strategy

  • Connecting your martech activities to your business goals
  • Mapping your CX
  • Running a marketing stack gap analysis
  • Auditing your martech maturity
  • Identifying and aligning your martech initiatives to your business goals, CX, gap analysis and future state of martech maturity
  • Timelining your martech initiatives into a roadmap

Module 3: MarTech People & Teams

  • Understanding martech archetypes
  • The roles, functions and skills that make up great martech teams
  • Understanding the importance of RACI
  • Building your martech team

Module 4: MarTech Platforms, Apps & Ecosystems

  • Understanding a series of stack frameworks
  • Understanding the fundamentals of data plumbing and process flow mapping
  • Designing and developing your marketing stack
  • Selecting and assessing your marketing tools effectively
  • Managing your martech stack and vendor's best practice

Module 5: MarTech Process & Operations

  • Understanding the fundamentals of programme and project management including agile marketing
  • The foundations to establishing and managing marketing operations efficiency and effectiveness

Pssst...for a deep dive on this topic check out our marketing operations course.


Module 6: MarTech Pioneer & Pilot

  • Martech Pioneering & Piloting Framework 
  • Latest martech trends and insights from the LXA state of martech report: budget sizing, marketing tool demand, maturity benchmarking
  • The future of martech
  • Course project work
  • Wrap up

Sample 6-Week Cohort Timetable

Certificate sample timetable

In-person graduation ceremony held twice per year at the AntiConLX Global event in May and October

Your Resource Tool Kit

Alumni unlock lifetime download access to practical, useful and real-world applicable resources

CX journey mapping model
Stack gap analysis
Martech maturity assessment framework
Martech initiative planning and scoring card
Strategic business impact model
Timeline road map
CX journey mapping model
Budget planner and calculator
Team org design canvas
RACI function assignment matrix
Stack design map
Business use case template
RFP template
Vendor selection score card
10x Best practice platform guides

Course Instructor: Carlos Doughty

  • Founder & CEO of LXA. Bootstrapped business from his sofa to the leading education business in martech
  • Built a 0 to 100k+ community of martech, salestech, adtech and nexttech lovers
  • Rich experience in digital transformation programmes from CRM, MAP to CDP
  • Experience consulting and executing projects for enterprise through to start-ups, cross industry, globally including brands such as HSBC, Euromoney, JP Morgan
  • Global project experience having delivered projects across New York, Singapore to Shenyang, Amsterdam, Hong Kong to Hangzhou, Boston, Qingdao, Yantai, Paris, Jinan, Shanghai,  London, Beijing and Brussels
  • Regular keynote speaker at marketing & tech events across the globe
  • Nearly two decades of growth, marketing and sales experience
  • Librarian for the #MarketingBookClub, interviews with the likes of Gary Vaynerchuk, Seth Godin, Scott Galloway, and more
  • Named 2022 MarTech Business Leader of the Year (UK)
  • Self-confessed (and proud) martech nerd

Learning Outcomes

  • Effective customer journey mapping
  • Run a martech gap analysis 
  • Current and future martech maturity auditing and mapping 
  • Diagnose key barriers to martech maturity 
  • Identify key initiatives for driving the martech vision 
  • Comprehension of the roles and functions to incorporate in the marketing operations function.  
  • Clear understanding of RACI adoption to drive performance 
  • Effective marketing stack design
  • Confidence selecting marketing tools the right way 
  • An understanding of marketing operations effectiveness and efficiency core components

Course Design

Why MarTech Matters



Is the size of the global martech and salestech market. Gain the skills to navigate a half a trillion-dollar industry.



Of CMOs agree that ‘martech is at the heart of their marketing strategy and critical to meeting customer’s expectations’.



Of today’s marketing budgets are allocated to martech spend.



Of CMOs find it challenging when looking to recruit martech and marketing operations talent. They agree the market is lacking marketers with the necessary skills and knowledge.

Who is this course for?


  • Marketing Operations 
  • Marketing Automation
  • Marketing Technology
  • Sales Operations
  • CRM / CDP / Data
  • SEO
  • Demand Generation
  • Agency MDs
  • Consultants


  • Marketing
  • Technology
  • Operations
  • Programme & Project
  • Career Movers


  • Marketing
  • Data & Analytics
  • Digital
  • Transformation
  • Technology

L&D Teams


Are you looking to build your company's digital capabilities? Get in touch to find out how we can tailor the Certificate: Marketing Technology (MarTech) Essentials for your team.


NPS Score: 9

"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

gamesys logo


"The course was fantastic for providing structure to strategically thinking about the Martech teams’ function, responsibilities and key players within any organisation. The exercises serve as a really valuable framework to develop your own martech strategy and Carlos’ advice both in the recorded and live Q&A sessions which helped me a lot. I learnt an enormous amount, all of which will be really helpful in my career."

Senior Manager, Marketing Technology & Insight

Euromoney logo



5 Reasons Why Alumni Rate Our Courses

Courses are informed by insights from over 1k CMOs, CGOs, CSOs and CROs through LXA’s own market surveys and research.
Sessions delivered at our events from over 100 speakers per year including martech heavy-weights Scott Brinker, Sara McNamara, Darrell Alfonso, and Frans Riemersma.
Tool and technology research and practitioner interviews to develop over 20 reports and platform guides published per year.
We partner with the markets most recognised martech companies including Adobe, Tealium, Acxiom, Meta, Treasure Data, and plenty more.
Courses are crafted by industry leading practitioners with decades of experience working with world’s leading brands such as AWS, JP Morgan, Euromoney, Indeed and more.


Single course access

£1450 / $1695
per course, per person
Single Course Access
Feb, Jun, Nov
6 week cohort
Live instructor Q&A sessions
Course work feedback and commentary
In-person event invites
Access to workshops


Single course access at your pace

£995 / $1195
per course, per person
Single Course Access
Always on
12 weeks on-demand
Live instructor Q&A sessions
Course work feedback and commentary
In-person event invites
Access to workshops

Need help or have a question? Get in touch with the team: hello@lxahub.com / +44 (0) 203 2863766

Book a Chat

Course FAQs

All Courses

Check out every LXA certified course

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..