In January 2020, five martech archetypes were introduced: maestros, makers, modellers, marketers, and managers. These categories reflect internal vs. external focus and technical vs. process execution. Managers lead across these roles, helping organizations understand the diverse responsibilities within martech teams. The martech maestro focuses on internal processes, yet real-world roles often integrate multiple archetypes. Two key functions under the maestro role are stack documenters, who ensure efficient tool usage and align performance with business needs, and stack optimizers, who enhance platform performance and address short-term versus long-term priorities.
Martech documentation isn't glamorous, but it's essential. Documentation keeps stacks running smoothly, helps teams adopt tools effectively, and ensures that platforms evolve in step with business needs.
Buying martech is easy. Optimizing it is hard - especially when urgency and short-term needs overshadow long-term priorities. That's where optimizers come in.
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