Enterprise MarTech Reference Technology Architecture

A complete reference of modern enterprise marketing technology architecture.

Enterprise MarTech Reference Technology Architecture Template


The Enterprise MarTech Reference Technology Architecture template is a complete reference for a modern marketing technology architecture. The model represents all the elements present in the ecosystem of a typical enterprise-level organisation.

The architecture is composed of the following elements:

  • Customer
  • Journeys
  • Channels
  • Experiences
  • Processes
  • People
  • Technology
  • Data

Usage and Benefits

This template aims to standarize the definition and documentation of the components of the architecture in a common language for the entire business.

This template can be utilized to capture the current state of the ecosystem and keep track of the evolution of changes as needs evolve.

Common Use Cases

This martech architecture is useful for representing current state views of the ecosystem that can serve as the basis of strategic conversations around the overarching MarTech Strategy.

Representing future state views is also a good use case for this maretch reference architecture. When utilized for both, current and future state it can support tracking of the evolution and execution of the martech roadmap.