Length 4 min read
Date August 21, 2025
In this year’s State of Martech 2025 research, we learnt that 91% of the 600+ senior marketing leaders surveyed believe their team has the right martech skills for their business requirements – an even greater show of faith than the previous year’s research.
With the rising rate of marketing automation platform migrations, a greater need to establish meaningful data integrations within the stack, and an increasing expectation to deliver highly personalised customer experiences, more demand is being placed on platform users to be highly skilled in their core marketing technology software.
So this would go some way to explaining why, despite that show of faith in team skills, 57% are outsourcing some of the operational needs of their martech to specialist partners (up from 46% last year.)
The optimal operational structure strikes the balance between internal and external martech resources, effectively enhancing internal capabilities while integrating external expertise to deliver sustained martech success.
At Clevertouch, we have invested significantly in our Martech Training & Enablement capability. Our dedicated team of platform experts are responsible for enabling our clients to properly use the technology they have invested in. This, in some cases, prevents them from needing to spend significantly more on a platform migration.
When establishing our training function back in 2021, our offering was created around existing client requirements for bespoke team training. The goal of this training was to up-skill the organisation’s marketers to maximise their use of their platform and navigate the quirks and nuances of their specific platform instance.
Whilst we still deliver team training to many clients in this way – either as part of a new platform implementation project or as a dedicated platform enablement project, we soon realised that many organisations were relying on a handful of people, or in some cases just one or two, to utilise their martech. In some cases, organisations were expecting these small numbers of platform users to know how to do everything and anything in-platform. The reality of course is that, like many other technologies, martech platforms can be complex beasts and tend to become more and more complex over time. Likewise, users within a business often have different experiences, different use cases and varying levels of competency in utilising them.
Since then we’ve spent thousands of training hours, in-platform, with users looking to not just learn how to use these tools, but build up their own capabilities as marketers, and aim higher in their careers. Platform training, especially remote learning, is difficult to encourage engagement, especially when it can be easy to overload a learning cohort. We invested in a tool that brings a live, fun environment to all of our training sessions making it easy for trainees to engage, learn and have those lightbulb moments.
Our new lovemartech Academy training courses are designed with exactly this in mind. Delivered virtually by our in-house certified martech experts, marketers can enroll onto a range of courses that focus on developing specific Adobe and Salesforce platform skillsets in Adobe’s Marketo and Salesforce’s Account Engagement (Pardot), Marketing Cloud and Data Cloud products. Attendees can also expect:
“Thank you for delivering amazing sessions and making us practice during the class. One of the best training sessions – keep up the good work. You rock as a trainer!”
What sets the lovemartech Academy apart from other training providers, is that our trainers are highly skilled teachers, who are trainers first, and architect-level consultants second. It’s our deep knowledge of not just the platforms (that we also use everyday ourselves), but also enablement, retention, learning styles and adapting during our courses. Each cohort is different, has different levels of experience and expectations, so we adapt our content on the fly to ensure it’s grounded in real-life scenarios and context – we don’t believe in repeating ‘cookie-cutter’ content.
The Academy represents an evolution of traditional platform training that makes the right courses easy to find, enrol onto and expand your capabilities – you might even have a bit of fun along the way.
Chris fowler Director of Research & Enablement
Chris Fowler is the Head of Enablement at Clevertouch, and a Marketo Certified Solutions Architect. Having worked with global brands such as Nike, BT, Samsung, and HelloFresh, Chris has designed, developed and delivered training courses across both Salesforce and Adobe martech ecosystems in companies listed on the FTSE100, FTSE250 and across Europe.
As a dedicated Enablement Consultant, Chris develops his own courses through the eyes of a learner, with lots of ‘lightbulb’ moments and always aims to keep his training courses unique and above all, fun.
Paul Shefferd Business Solutions Team Lead
Paul Shefferd is an Enablement Consultant at Clevertouch and a Marketing Cloud Certified Developer (as well as a Pardot Consultant and Salesforce Admin). Sheff is our go-to-guy for all things Salesforce, Pardot and Marketing Cloud, and even has his own pair of Salesforce slippers, it’s true.
As a dedicated Enablement Consultant, Sheff has created and delivered bespoke training courses for some of the world’s largest brands, taking their unique requirements and weaving them into memorable and relatable content.
Seren Tudor Martech Expert
Seren is a a supporting Enablement Consultant, Marketo Problem Solver and Martech Expert. Having undertaken work for clients including BT, Ascential, and Emarsys – there’s little about Marketo she doesn’t know.
As an Enablement Consultant, Seren focuses on a practical approach to her training. She is excellent at creating unique analogies to ensure those tricky Marketo concepts stick. TV’s, horses, what do they have to do with Marketo you may ask? Well, Seren will tell you.
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