Martech
Data & TrackingAlso: Marketing Technology · Marketing Tech Stack
Quick definition
The collection of software tools used to plan, execute, measure and optimise marketing. Includes CRM, email platforms, analytics, CMS, advertising tech and automation tools.
Where it shows up in the data
A martech stack is the complete set of tools a business uses across the marketing function. Core categories: CRM (customer data), email/SMS (communications), CMS (website content), analytics (measurement), advertising platforms (paid reach) and marketing automation (workflow and personalisation).
Most martech problems are integration problems. A CRM that doesn't talk to the email platform means duplicate data. An analytics stack that doesn't capture form submissions means blind spots in attribution. Tools only deliver value when data flows between them correctly.
Martech costs include subscription fees, implementation time, staff training and ongoing maintenance. A $200/month tool that takes 20 hours per month to manage effectively costs far more than the subscription implies.
What it actually means
Martech (marketing technology) refers to the software tools that power a marketing function. The category spans thousands of tools across dozens of subcategories: analytics platforms, CRMs, email service providers, advertising management software, content management systems, landing page builders, social scheduling tools, chatbots, personalisation engines, customer data platforms and more. The 'martech stack' is the collection a specific business uses. In theory, the right stack makes a marketing team more effective by automating repetitive tasks, centralising data and enabling more precise targeting and measurement. In practice, most stacks accumulate too many tools with too little integration and create data fragmentation rather than efficiency.
The martech graveyard is full of tools that were bought to solve a strategy problem.
How it shows up
Martech quality shows up in data completeness and accuracy. A well-integrated stack means your CRM has the same customer count as your email platform, your analytics tracks the same revenue as your ecommerce system, and your attribution model has clear data flowing from first touch to closed sale. Gaps between these numbers are integration failures.
The Australian context
Australian businesses face a unique martech challenge: many enterprise-grade platforms price in USD and carry currency risk. Localisation gaps exist for Australian-specific features like EOFY campaigns, Australian privacy law compliance and GST handling. Some popular US tools have limited Australian customer support coverage. Local alternatives exist in several categories but often have smaller ecosystems.
Where people get this wrong
Related terms
Common questions
What martech tools does every business need?
At minimum: a CRM (customer data), an email platform, a CMS (website), and analytics. Everything else depends on your channels and business model. Most businesses add tools before these four are properly configured and integrated.
How much should I spend on martech?
A rough guide for Australian SMBs: 0.5 to 2 percent of marketing budget on martech subscriptions, with additional cost for implementation. Tool spend without implementation budget is the most common way to waste martech investment.
What's the difference between martech and adtech?
Adtech is specifically the technology used to buy, deliver and measure advertising (DSPs, ad servers, data management platforms for paid media). Martech is broader and includes all marketing technology. The distinction matters less as the categories increasingly overlap.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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