MarTech Consulting: Agency, Consultant, or Individual Expert?

With a little help from my MarTech Consultant: In today’s modern marketing world, with thousands of software and tool providers, companies can hardly do without MarTech consulting. But who is best suited to answer your questions about the technologies to use and your martech stack?

Till Zier
12. May 2023
MarTech Knowledge

Dieser Artikel wurde am 7. April 2026 aktualisiert.

hich MarTech trends are most relevant for you? Which solution do I absolutely need in my tech stack? How do I combine software and tools into an overall setup that works?

Luckily, you don’t have to tackle these and other challenges on your own, because there are specialized MarTech consultancies that develop your MarTech strategy and structure it in terms of processes. We share our practical know-how with you and, through our matching for MarTech consulting experts, find the right service provider.

What does MarTech consulting do?

Whether consultants, an agency, or individual experts, professionals usually follow these seven steps to support companies in the field of MarTech:

Analysis of the current state (MarTech Audit)

Identifying needs

Developing an individual MarTech strategy

Support in building and optimizing the right MarTech stack

Implementing the new software infrastructure

Training and onboarding employees

Monitoring and evaluation

What types of MarTech consulting are there?

More and more people have specialized in the MarTech consulting field, which is as important as it is exciting. The players are agencies, consulting firms, and individual experts. Depending on your requirements, the size and type of your company, and your budget, you’ll find exactly the consulting service that will move your stack—and you—forward.

Okay, that’s easier said than done—so let’s briefly introduce the most common setups:

For smaller and mid-sized companies, individual MarTech pros are often the right contacts. These are usually freelancers who provide support for several hours or days per week. They stand out thanks to their experience in a specific industry as well as an uncomplicated, fast way of working. Alternatively, they can also support you only with creating a MarTech audit, so that your company takes over the actual implementation of the changes and the rollout of new tools itself. The consulting provides the kick-start!

MarTech consulting firms are geared toward larger companies that primarily need support with their MarTech stack. They can send experts who sit in your company for a while and bring many systematic solutions with them. An agency further expands the offering, as in addition to MarTech pros, content management experts as well as other pros from different fields are also available. Agencies therefore offer you a 360-degree package for your marketing!

What should a MarTech consultant be capable of?

First things first: On a personal level, it definitely needs to be a good fit. You should feel taken seriously and well advised! In addition to soft skills, MarTech consultants of course also need top qualifications. A competent consultant is familiar with the current and best marketing tools and helps your company create the MarTech stack that’s right for you. Exactly what you need! Absolutely crucial: consultants must know the latest trends, developments, and software types—in short, they need to keep their finger on the pulse of the MarTech times.

In addition to consulting, building a precisely fitting tech stack is therefore one of the core tasks of MarTech consultants. They create a real tool landscape – but don’t worry, this isn’t about having the largest possible number of programs! Rather, it’s about finding the right software to save costs and resources, optimize processes, and improve marketing across the entire company.

To ensure the new programs are used correctly, MarTech consultants and agencies also offer implementation of the new systems: they set them up, tailor them to your needs, and pass the necessary knowledge on to your team. To do that, you run workshops together, create briefings, go through exercises, and review progress as a team.

Another important aspect of MarTech consulting is process automation: many companies want more things in marketing to run on their own, thanks to marketing automation. That’s why MarTech consultants help create a customized automation setup for your company. It costs money at the beginning, but in the long run it saves a lot of costs and a great deal of effort – because from then on, important processes will run like clockwork.

In addition, you should make sure that the recommendations from MarTech consulting align with the security and data protection requirements that apply in your company. Especially when the consultants come from another country, there can be major differences here. So be sure to ask how these important topics are handled.

Flexibility is an important character trait for MarTech consultants. They should be able to respond to your specific needs in order to find a tailored solution. After all, every company not only has different requirements, but also employees whose perspectives should be taken into account. Ideally, a MarTech consultant can respond flexibly to the respective circumstances without losing sight of the actual goals.

Anyone talking about technology can’t do without expertise. That’s why you should make sure to choose a MarTech consultant who can communicate this knowledge clearly and understandably. Otherwise, complex technical concepts in particular can easily be misinterpreted or not understood at all. For everyone involved—especially the teams affected—introducing new technologies is easiest when everyone really understands what it’s about. A consultant must therefore be able to break down complex processes and tools and make them easy to follow.

These eight questions you should ask when choosing MarTech consulting

Let’s be real: MarTech consulting isn’t cheap. You can expect very good results. However, that requires a lot of experience as well as the ability to tailor the MarTech strategy to your company. So how do you make the right decision?

The following questions will help you choose a MarTech consultant:

Which certificates and further training can you provide?

Are your consultants or advisors employed full-time or freelance?

Which clients have you worked with already? Can I contact them for a reference?

Which MarTech software tools are used within your consulting company itself?

How do you ensure that your consulting is always aligned with the latest state of the art and remains up to date over time?

How do you involve all stakeholders, especially employees?

How do we proceed if the desired results fail to materialize?

What is included in the price, and which services incur additional costs?

What other services do you offer that might be interesting for my company?

No need to be shy! Confront potential advisors and agencies with these questions as early as the initial introductory meeting. This way you’ll not only get important answers, but also a sense of how the people in question deal with your concerns. In the first contact, it quickly becomes clear whether working together will be straightforward and pleasant—or whether you might want to keep looking.

How to quickly find the right MarTech consulting

If your MarTech stack is causing trouble, professionals can help. Get advice from experts to choose the right tools for your needs, implement them correctly, and adjust processes step by step. The return on investment is high – so get started!

Still looking for MarTech consulting? At Matchilla, we support you every step of the selection process: you tell us what you’re looking for and what’s particularly important to you – and through our matching we’ll suggest the three most relevant MarTech consultancies for you to choose from, free of charge and with no obligation. Register now for Matchilla’s matching platform: