MarTech: Marketing, tech & sales must work together: Ankush Garg, Deloitte Digital

Garg, Director Consulting, Deloitte Digital, says the Martech industry will be worth $200 billion by 2025

e4m by exchange4media Staff
Published: Aug 23, 2019 12:51 PM  | 2 min read
Ankush garg

The exchange4media MarTech conference and Expo held on Friday at the Leela Ambience, Gurugram, saw a huge turnout of marketers and techies with Ankush Garg, Director Consulting, Deloitte Digital - Digital Marketing & Commerce Practice, being the first speaker of the day.

Garg started off the discussion on ‘Today’s ever-changing Digital marketing world requires Technology’ with the insight that Martech has been in the industry since 2000 and by 2025 the industry will be worth $200 billion.

Going ahead, Garg shared the challenges and opportunities that CMOs face in the process. He also threw light on other topics like - how to enhance customer experiences, marketing attribution, integration (which includes marketing, technology and sales), data, personalisation and social media.

“Both B2B and B2C should look at social media as important challenges. How do I manage so many different channels for every customer? And how do I personalise it for everyone on every channel?”

As a solution for the above, Garg said: “Some of the challenges can be reduced by using Martech stack. Martech is here for your rescue. It is a blending of marketing and technology.”

He also shared the benefit of having stacks. “Both marketing and sales have to be aligned. Marketing, technology and sales have to work together…Strategy and execution have to go hand in hand. Stacks help you save time, money and effort. All data has to be integrated and in sync and we need to measure ROI,” Garg added.

He also mentioned the components of basic stacks, which included CRM, marketing, content, analytic, social automation management.

Garg concluded the session by talking about the best practices one can look into to enhance their marketing stack. “One needs to evaluate by starting with two or three basic components. Set baseline goals, plan resource, keep it scalable and be willing to adapt to new changes.”

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