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How to establish a new martech role



How to establish a new martech role

Although I’ve spent most of my career in roles and functions adjacent to marketing technology, I’ve only been truly dedicated to martech during the past few years. I formally entered the martech space when I was asked to create a new role at my previous employer, Western Governors University (WGU). 

It took a while for my former boss and me to flesh out a job description and select a job title. That required researching various job postings to see what other companies were doing regarding what we had envisioned for my role. A few years later, I moved to my current gig at Zuora.  

Thankfully, my WGU job title — marketing technology manager — and description matched up with what Zuora was thinking. Nevertheless, persistent confusion about what “marketing technology” and “marketing operations” mean hints at some need to standardize martech role terminology.

At both WGU and Zuora, I’ve had to originate my martech maestro/orchestrator role. In addition to figuring out my duties and the associated skills, I’ve also had to help my colleagues become familiar with the new position. There are certainly some valid questions: What’s a marketing technology manager? What do they do? How do I interact with them?

This is no easy task. It requires support and help.

Job title and description

At the time, it seemed like a great opportunity to select my job title and create my own job description at WGU, but it was challenging.  

That’s why I feel that martech job descriptions are still too nebulous given the growing maturity of the field. When considering what the employee and their employer want to accomplish with the new role, using Scott Brinker’s marketing operations job type framework is helpful – especially when considering if it’ll fulfill a T-shaped (jack of all trades) or I-shaped (specialist) function.


Read next: A closer look at MarTech role types and T/I-shaped individuals

Leadership backing

Perhaps a big key to success is leadership backing for the new role. Leaders should also assist in educating others about it.  

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For instance, when a marketer is looking for a new technical tool, they should consult with the marketing technology manager, so they should be referred to the marketing technology manager. That referral educates and enforces the importance of the new martech practitioner.

That’s a great time to start showing the role’s value to their work. If the requester doesn’t have a solution identified yet, offering them a directory site like G2, Gartner Digital Markets, CabinetM or TrustRadius is a great way to show them that a marketing technology manager can quickly find viable options.

The position is typically created after a marketing department has matured somewhat. In that case, the broader organization has likely also matured to establish some bureaucracy — for better or worse. 

Instead of simply picking a solution, appeasing Legal, and arranging payment, the marketer now faces numerous processes like IT security reviews, privacy evaluations, multi-step procurement processes, and stakeholder buy-in; buying and renewing technology is a lot more complicated than in the past. These are tasks that a marketing technology manager could take off of the marketer’s plate to focus on what they’re assigned and paid to do.

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RACI is a useful tool

A useful tool for establishing a new position and educating others about it is a RACI chart. RACI stands for: Responsible, Accountable, Consulted and Informed. It usually lists different generic duties and tasks in the rows and different generic roles (martech manager, stakeholder, IT, etc.) in each column. In the cell that associates a duty or task with a role, one of the letters from the RACI acronym is listed to show what is expected of that role at that time.

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While one can introduce complexity into the RACI framework, its beauty is tied to the fact that it is pretty easy to get an operational grasp of the concept. Thus, creating or interpreting a RACI chart doesn’t take a lot of effort.  

When creating a RACI chart for a martech role, it helps to group tasks under general categories — buying new tech, retiring tech, renewing contracts, researching solutions, etc. Not only does this help make the chart digestible, but it also helps people place tasks into context better.  

For instance, the same task may exist in different categories, but the RACI distribution may differ. When it comes to finding a new solution, a stakeholder will likely kick off the process while the marketing technology manager may kick off a renewal or optimization process.

Challenging but doable

It is challenging starting work in a new position, and there’s more complexity when originating that role at the organization. However, it is best not to proceed alone. Some frameworks can help guide job description drafting. Leadership should help and advocate for the new role. Further, tools like the RACI framework can help simplify a seemingly daunting process.  


Given all of this, take input from the community instead of reinventing the wheel, which is unnecessary and can cause further confusion amongst practitioners.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Steve Petersen is a marketing technology manager at Zuora. He spent nearly 8.5 years at Western Governors University, holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory, where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He’s also a Certified ScrumMaster. Petersen lives in the Salt Lake City, UT area.

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Petersen represents his own views, not those of his current or former employers.


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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools



Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.


If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.


But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.


But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.


When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.


Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.


Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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