Marketing technology, abbreviated as MarTech, refers to the combination of software and technologies that aid in achieving marketing goals and objectives. It has become a standard element of digital marketing initiatives and also be used to improve marketing efforts across all channels. Two conceptual axes in Brinker's paradigm lead to four sorts of MarTech roles: maestro, marketer, modeler, and creator. The four separate responsibilities are divided into two categories: external (audience outreach) and internal (marketing activity coordination). They're also measured along a spectrum that includes both technology (creating and utilizing it) and process (how it's done) (strategy and execution).