Advanced Certificate in Marketing Technology

Find out more about the course in the webinar Making Martech work harder with the instructor Carlos Doughty (for IPA members only).

Learning Outcomes/Course Benefits:

• 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 
• Effective customer journey mapping 
• Run a martech gap analysis  
• Current and future martech maturity auditing and mapping  
• Diagnose key barriers to martech maturity  

Course 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 

• 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 

How is the learning delivered?

There is both a cohort option or an on-demand option for delegates to choose from. 

Learning is on-demand and delivered across 12 weeks online in a dedicated Learning Experience Platform (LXP).

Discounted Price for IPA Members

• On-demand: £646.75 + VAT (usually £995 + VAT)

Your Instructor 

Carlos Doughty, LXA Founder & CEO

• 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 enterprises 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 

Please fill out this form to register your interest in order to claim up to 35% discount on the course fee.