Communicating martech decisions to non-technical stakeholders

How to bring stakeholders on the martech journey

Securing buy-in for martech requires strategic communication that aligns with each stakeholder’s perspective, addressing their unique concerns and priorities. Here’s how to ensure your martech decisions resonate with a broad audience:

1. Address core concerns early

Non-technical stakeholders often focus on practical considerations when evaluating martech investments. Anticipating these concerns can foster trust and promote alignment from the outset.

• Cost - provide a clear breakdown of initial investment, ongoing maintenance, and projected ROI. With global martech spending at an all-time high, helping stakeholders understand the financial commitment and long-term gains is essential. 

• Compatibility - explain how the tools integrate with existing systems and support future expansions to avoid "tech debt". 

• Scalability - demonstrate how the martech stack can evolve with the business, supporting future phases and strategic growth goals. 

• Adoption - highlight any necessary training or change management to ensure a smooth transition and high utilisation rates.

By addressing these concerns early on, you create a foundation of trust and clarify how martech aligns with broader organisational objectives.

2. Translate martech's value for each audience

Different stakeholders view martech through their own lenses. Tailoring communication to these specific priorities can make a compelling case for investment.

• For executives - emphasise ROI, efficiency, and revenue growth. Data shows that 68% of CMOs expect their martech spending to increase, reflecting martech’s recognised potential to drive results.

• For marketing leaders – focus on martech’s role in enhancing customer experience and retention through tools that enable personalised, scalable engagement.

• For IT and operations – address concerns around compatibility, security, and maintenance, especially as martech becomes more data-centric and regulatory compliance is prioritised

This approach keeps discussions focused on each group’s needs, fostering a shared understanding of martech’s potential impact across the organisation.

3. Foster a collaborative process

Collaboration is essential for creating genuine buy-in and ensuring the martech stack aligns with operational and business needs. Including stakeholders in planning and implementation processes builds ownership and accountability.

• Encourage input at every stage – involving stakeholders from the start enables them to shape the strategy and influence tool selection.

• Leverage external expertise – martech vendors and consultants can provide insights that bridge technical details and strategic goals, helping non-technical stakeholders understand the broader value of martech investments.

These practices not only strengthen engagement but also keep the project aligned with evolving needs and industry best practices.

4. Outline a realistic roadmap

Martech projects often unfold over multiple phases, spanning months or even years. A phased roadmap with clear milestones allows stakeholders to see the path from investment to impact.

• Foundation phase – establish core functionalities and integrate essential tools, setting the stage for scalable growth.

• Growth phase – expand capabilities to support additional use cases or evolving business needs, such as personalisation, automation, or analytics.

• Optimisation phase – refine and enhance the martech stack based on performance data, feedback, and changing customer expectations.

This roadmap provides stakeholders with a clear view of how martech will deliver value at each stage, reducing uncertainty and promoting alignment with long-term objectives.

Continuous improvement – making martech a living strategy

Once implemented, martech should be treated as a dynamic, evolving system that adapts to shifts in customer behaviour, technological advancements, and regulatory requirements. Continuous updates to stakeholders and a culture of improvement keep martech relevant and aligned with business goals.

• Ongoing communication – schedule regular updates to discuss new features, evolving needs, and industry changes, translating technical progress into business-relevant terms.

• Accessible documentation – maintain clear, organised records of decisions, use cases, and challenges to create a valuable reference for future adjustments.

• Embrace feedback – as end-users become more comfortable with the tools, their insights can drive improvements, helping to maintain high utilisation rates and reducing the risk of underused “shelfware.”

With martech utilisation rates down to 33%, fostering engagement and feedback post-implementation is crucial. This commitment to continuous improvement ensures the stack remains efficient, effective, and aligned with evolving business requirements.

Partner with equ for martech success

In today’s complex martech landscape, having an experienced partner can make all the difference. At equ, we guide organisations through martech’s complexities - from initial planning and tool selection to implementation and continuous optimisation. Our focus is always on aligning technology investments with your business objectives and delivering measurable, sustainable outcomes.

With a straightforward, tech-agnostic approach grounded in industry best practices, we help you make martech decisions that empower teams, enhance customer engagement, and support long-term growth.