GrowthTech: The Next Evolution Beyond MarTech
Let’s be honest—if you’ve spent any time in the marketing or tech world, you’ve heard the term “MarTech” more times than you can count. For a while, MarTech (marketing technology) was the answer to every growth challenge: automate your emails, analyze your leads, track every click. But as businesses and customer expectations have evolved, so has the need for something bigger, broader, and frankly, more useful. Enter: GrowthTech.
What is GrowthTech?
Think of GrowthTech as the natural next step after MarTech. Where MarTech focused mostly on marketing tools and tactics, GrowthTech is about the whole growth engine—marketing, sales, operations, customer experience, and even internal workflows. It’s a more holistic, integrated approach to using technology as a lever for real, sustainable growth.
GrowthTech isn’t just about stacking more tools on top of each other. It’s about connecting the dots between all the platforms you use, making sure your tech actually supports your business goals (not just your marketing department’s wishlist), and creating systems that help your whole organization move faster and smarter.
Why Move Beyond MarTech?
MarTech did a lot for us—no question. But it also created silos and sometimes made things more complicated than they needed to be. GrowthTech breaks down those silos.
It’s cross-functional: GrowthTech brings marketing, sales, ops, and even HR together, so everyone is rowing in the same direction.
It’s outcome-driven: Instead of chasing the latest marketing feature, GrowthTech focuses on what actually drives growth for your business.
It’s adaptable: GrowthTech is about building a tech stack that evolves with your needs, not just what’s trending.
How Does GrowthTech Work in Practice?
It starts with a mindset shift: tech isn’t just for marketers anymore. GrowthTech looks at your entire customer journey and internal processes, then figures out where technology can make the biggest impact—whether that’s automating onboarding, improving cross-team communication, or creating better customer insights.
It’s about:
Customizing your tools to fit your workflows (not the other way around)
Focusing on the metrics that actually matter to your business
Building systems that scale as you grow
Who Should Care About GrowthTech?
If you’ve ever felt like your MarTech stack is getting in your way—or if you’re looking for ways to break through a growth plateau—GrowthTech is for you. It’s a fit for founders, consultants, small teams, and even larger organizations who want to get more out of their tech investments and create real, lasting growth.
What’s Next?
I’ll be sharing more about how GrowthTech works, with examples and practical tips you can actually use. If you’re curious about how this shift could help your business, or you’re just tired of your MarTech stack running the show, let’s connect. I’d love to hear what’s working for you—and what’s not.
Stay tuned for more on GrowthTech and how it can help you move beyond the old MarTech mindset.
