It doesn’t have to be martech to be in a martech stack

There is currently a discussion on what Martech is and what it is not. I have argued that many tools, such as project management and collaboration platforms, can be classified as martech with vision, dedication, and orchestration. However, there is more to it than whether something should be considered martech or not.

Sheryl Schultz, co-founder/president and COO of CabinetM, argues in the second part of the MO Pros Ops Cast podcast that something doesn’t have to be a martech to be added to a stack. You have an interesting point of view that gives you an authority on the subject. CabinetM is a platform specially developed for the documentation, visualization, and management of Martech batteries. Through the platform, the CabinetM team sees what many organizations are using and also how they organize their stacks. Of course, they don’t provide details without the customer’s consent, but they have enough data from different types of organizations across different industries to get a feel for what’s going on in their marketing efforts.

It certainly makes sense to consider non-Martech items as part of a Martech battery.

Broader organizational systems

One of the main reasons non-Martech tools are used is that marketing systems require system integration into the organization. For example, marketing isn’t the only department using a CRM. It is, therefore, necessary to determine how the information is collected and used in collaboration with other departments.

Another consideration is that project management and collaboration tools that span multiple departments are sure to have an impact on what martech is. For example, if the sales department needs a home page on your website, it probably comes from a project management system.

Make connections

In addition to this discussion, another important topic is code-free tools that software developers cannot use to build robust solutions, such as automated integration between two systems. These tools include Okta Workflows and Zapier.

How they can connect multiple systems

– martech or not – their martech status can be discussed. While not considered martech, they can play an important role in martech stacks.

Individual circumstances

As a business discipline, marketing is needed in several sectors. Different industries require different tactics. In addition to differences in organizational size, typology (government, non-profit, private, etc.), geographical areas, and so on. In many cases, face-to-face events, for example, are essential marketing channels and opportunities. Therefore, in some cases, an organization may consider a platform with martech capabilities, while the marketing departments of other organizations may not even need these solutions.

This leads to another question: does something in all circumstances have to qualify as a martech to be a martech? My opinion is that these circumstances should be taken into consideration when defining martech.


Based on my arguments about vision, dedication, and orchestration, the same tool qualifies a martech in one stack, but not in the other. An example I have given is triggered for automatic activation and deactivation of project management systems. For example, a stack’s web analytics platform may detect that the conversion rate of a landing page is decreasing. Perhaps, with an audience manager, the analytics platform can detect an emerging segment on the landing page that can be transformed into a more targeted hero image (large banner image on-site).

In both cases, the analyst and/or the audience manager can create a new configuration in the project management system. Wouldn’t this lead to martech magic?


Whether a solution is martech or not is an important topic to investigate, but it is also important to understand that the implications of the debate are broader than this problem. Schultz realizes this and points out that Martech batteries contain components that may not be Martech.

Given this broader perspective, it is clear that the circumstances of a particular stack can affect how martech is defined. Like many terminology debates, seemingly simple exercises lead to complicated considerations.

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