Many organizations invest heavily in MarTech, but still struggle to see results. In our previous blog, we wrote that technology is only 20% of the success equation, the remaining 80% comes down to the operating model. In this blog, we focus on what that 80% actually looks like, breaking it into five building blocks that turn tools into real business value.
Competences: The right skills in place
Starting of, MarTech isn’t just about having the latest tools, it’s about having the right competences internally to use them effectively. A high-performing operating model is powered by a mix of competences:
- Technical experts: data engineers, MarTech architects, developers.
- Business specialists: campaign managers, content creators, sales leaders.
- Governance roles: privacy officers, compliance specialists, data stewards.
- Bridging roles: analysts, project managers, and MarTech leads who connect business priorities to technical execution.
It’s not about hiring Swiss army-knives who can do everything. It’s about creating balanced teams where each role complements the other.
(Fit-for-purpose competencies: The foundation for success)
Collaboration: Breaking down silos
One of the biggest reasons MarTech stacks underperform is organizational silos. Marketing runs campaigns, IT runs systems, analytics crunches numbers, but they rarely pull in the same direction.
An effective operating model puts cross-functional collaboration at the core. That means:
- Shared planning: marketing, sales, and data teams aligning on priorities.
- Agile ways of working: small, cross-functional squads that can test, learn, and adapt quickly.
- Shared KPIs; measuring business impact instead of department-specific outputs.
Collaboration is what transforms technology from an isolated investment into a company-wide capability.
(Clear collaboration model: Promoting effective teamwork)
Governance: Steering towards business impact
Without clear governance, MarTech risks turning into a never-ending tool management exercise. Governance ensures that the energy spent on platforms and processes translates into business outcomes.
Strong governance includes:
- Priorities: which use cases get implemented first and why.
- Accountability: who owns data quality, automation flows, and customer journeys.
- Measurement: how success is defined and tracked across the organization.
It’s about balance. Too little governance and teams pull in different directions. Too much, and innovation grinds to a halt.
(Agile governance: Balancing rapid innovation with scalability)
A shared language: Bridging business and tech
Even with the right competences and governance, many organizations struggle because business and tech teams “speak different languages.” Marketers talk about leads, journeys, and creative. Data scientists talk about algorithms, models, and APIs. IT talks about infrastructure and integrations.
The result? Misalignment, delays, and frustration.
To overcome this, we use the Data x Algo x Action framework. A simple but powerful way to create a common vocabulary.
- Data: what information do we have about our customers?
- Algo: how do we use algorithms, AI, or analytics to make predictions and decisions?
- Action: how do we activate those insights in campaigns, journeys, or customer experiences?
This framework provides a bridge: business stakeholders can understand what’s possible, and technical experts can design solutions that map directly to outcomes.
(A shared language: Enabling cross-functional alignment)
Change Management: Making it stick
Even the best-designed operating model will fail if the organization isn’t ready for change. MarTech success isn’t a one-off project; it’s an ongoing journey. That means leaders need to invest in change management, not as an afterthought, but as a core component.
Practical steps include:
- Start small, prove value: pilot a few use cases, demonstrate impact, and use that momentum to expand.
- Communicate broadly: make sure wins are visible across the business to build support.
- Secure leadership sponsorship: ensure executives champion the shift, not just operational teams.
- Embed practices long-term: update processes, KPIs, and team structures to sustain change.
(Effective change management: Paving the way)
Conclusion: operating models create results
Competences, collaboration, governance, a shared language, and change management, these are the building blocks of the 80%. Without them, even the most advanced technology will underdeliver. With them, organizations can unlock the true potential of their data, automation, and AI investments.
The headlines in our industry often focus on the technology: the latest platform, the newest AI feature, the next buzzword. But the organizations who consistently create impact know a different truth: technology may open possibilities, but operating models create results.
The real work and the real opportunity, is in putting the 80% into practice.
Download our full guide to explore the’ frameworks in detail and benchmark your own MarTech operating model.
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