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

Certificate: Marketing Technology 

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.

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12 weeks to learn at your leisure



18 hours




The Course Formula

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


Download the course brochure


Certificate: Marketing Technology (MarTech) 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

Module 6: MarTech Pioneer & Pilot

  • A look at the latest martech trends and insights from the LXA state of martech report
    • Budget sizing
    • Marketing tool demand
    • Maturity benchmarking

  • Martech predictions

Your Resource Tool Kit

Alumni unlock access to a library of downloadable, practical tools, frameworks and resources that are ready to use beyond the course

CX journey mapping model
Stack gap analysis
Martech maturity assessment framework
Martech Initiative planning and scoring card
Strategic business impact model
Timeline road map
Martech & marketing ops job specs
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 in selecting marketing tools the right way 
  • An understanding of marketing operations effectiveness and efficiency core components

Course Design

Watch a free demo of the LXA learning platform

You'll be redirected to catch a glimpse of what our course has to offer from course instructor, Carlos Doughty. If you would like to learn more about our course, please get in touch with the team at

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: 63

On average across all courses, LXA alumni rate their experience 9.1 out of 10. 84% would recommend the course to their network

"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


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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.

Book your spot here

Course booking deadline: 30th August

Single Course

Learn at your leisure

£895 / $1090
per course, per person
Single course
Access period: 12-weeks
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops


12-months all you can learn

£2450 / $2995
per person, per annum
Unlimited courses: 50+ lessons, 10+ workshops & courses
Access period: 12-months
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops

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

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