1st Edition
Martech Management Aligning Marketing Technology with Business Strategy
PART I: FOUNDATIONS. Understanding the Problem. Chapter 1: The Evolution of Marketing Technology. Chapter 2: Marketing Failure and Process Mapping. Chapter 3: What Martech Is (and Isn’t)—From Tools to Capabilities. Chapter 4: The Revenue Generation Gap. PART II: BUILDING BLOCKS. Establishing Core Capabilities. Chapter 5: Building the Data Foundation. Chapter 6: Measurement, Attribution, and Decision Discipline. Chapter 7: AI, Agents, and the Marketing Operating System. PART III: EXECUTION. Making It Work. Chapter 8: Creating Business Process Maps for Revenue-Centric Martech. Chapter 9: Revenue-Centric Vendor Selection and RFP Strategy. Chapter 10: Implementation, Integration, and Optimization. PART IV: ORCHESTRATION. Sustained Performance. Chapter 11: Marketing-Sales-Data Alignment and Revenue Ownership. Chapter 12: Jenburkt Pharmaceuticals: A Successful Martech Implementation.
Biography
Tim P. McMahon is Associate Professor of Practice Marketing and Management at Creighton University Heider College of Business, and a member of adjunct faculty at New York University School of Professional Studies.
