New Release

MarTech

“Mar-Tech: a Marriage made on Earth” by Amit Tiwari is a playbook on marketing in the age of Martech. But before the play begins, Amit introduces the players, and you soon discover this is more than a mere match of equals. This is a match where both

sides—Marketing and Technology—decide to collaborate rather than compete, totally changing the game, by each combining their home advantage. This is India’s first Martech book, and is a must-read whether you’re entering a marketing function, leading it or building one from scratch. The game’s changed. Marketing is now Marteching™.

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A Word From The Author

Why did I write this book?

Am I, Amit Tiwari, an author? No more than a town crier is a poet. But, like the town crier, I do believe I bear a timely message which is in the interest of the hearer. If you will pardon the manner in which the message tumbles out, and take it to heart, I believe my job will be done. For, my message carries with it the weight of experience and a sense of urgency. You see, in my 25 years as a marketer I’ve often seen tools get the better of people. This applies to tools new and old, but especially to the new and unfamiliar. The lack of understanding the WHY behind the tool leads to mishaps in HOW that tool is handled and mastered.

Take for instance, digital media. To an Enterprise mind, this tool can do so much: increase efficiency, standardise expectations, enhance an experience. To a Marketing mind, the same attributes would translate to: increasing media efficiencies, standardising channel/trade expectations, and enhancing an advertising experience. On the stray occasion where Marketing wanders into a less defined territory–such as designing a product experience–it nevertheless confines itself to its discipline.

Therein lies the challenge, and the opportunity. Can we reintroduce Marketing and Technology, and have them date for a while, before walking Martech down the aisle? The book you are holding sets out to do just that.

Throughout this book, I refer to “we” rather than “I”, which isn’t an acknowledgment of the royal “we”, but rather a hat tip to the many hearts and minds that have brought about this book, who would rather remain unnamed.

When we sat down to write, we first admitted the near-impossible task of putting out a book on a subject that would change manifold by the time of the book’s release. We resolved this in two ways: first, we decided to base everything on fundamental marketing and human truths, which never change. And second, we decided to treat this project as if it were a book we had already published last year, and whose second edition we wished to bring out.

That meant first writing it, bringing it to perfection, and then rewriting the entire book as one, in a final sprint before going to press.

We hope you find it as enjoyable and enriching in the reading as we did in the writing.

Amit Tiwari

Author, Writer and Speaker.

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What Industry is Saying

The wealth of praise and commendations bestowed upon Amit by esteemed industry experts. These accolades paint a vivid picture of his outstanding contributions and expertise.

My personal experience of working with Amit is extremely productive, full of optimism & learning and a lot of fun as well. I wish him all the very best for a very bright future.

Amit is one of the most networked person I have come across in my professional working! There is hardly a task that he cannot accomplish once he gets his arms around it.

Amit has a vivacious personality and an extremely focused outlook to any situation at work. He is very knowledgeable, yet always eager to learn, sharp and decisive.

Working with Amit was one of best time I ever had professionally, from a high demanding boss to a friend, who always care for you are different shades of him.

Reviews for the Book

The wealth of praise and commendations bestowed upon Amit by esteemed industry experts. These accolades paint a vivid picture of his outstanding contributions and expertise.

The debut publication by Amit Tiwari, entitled “Marriage made on earth,” effectively illustrates the correlation between marketing and technology through the captivating analogy of a relationship. Several concepts and frameworks are used to clearly define the complex role both marketing and technology must undertake. The future does not solely revolve around the domains of marketing or technology. The amalgamation of these two entities will have a profound impact on shaping the future. Martech refers to the technological processes and tools employed in the conversion of unprocessed data into meaningful insights, hence empowering marketers to make well-informed and strategic choices. The convergence of marketing and technology has facilitated a multitude of opportunities, fundamentally transforming the manner in which brands establish connections, engage, and cultivate relationships with their target audiences. Amit’s book provides a comprehensive analysis of the various dimensions of this synergy and its significance in the field of marketing. Marteching can be likened to a symphony, wherein technology orchestrates the flawless flow of communication and captivates clients at each interaction point. Amit’s book is expected to provide significant assistance to aspiring marketing professionals, serving as a beneficial guidebook for both experienced practitioners and entrepreneurial individuals.

In an increasingly digital world, the importance of effective marketing tech cannot be overstated. Amit Tiwari’s book, “Martech: A Marriage Made on Earth” cleverly uses an analogy based on relationships and how they need to be nurtured with collaboration, compromise, and understanding, to talk about how to build successful Marketing and Technology partnerships. This book is a must read for every brand marketer or entrepreneur looking to unlock growth and build successful businesses.

In his book “Martech: A Marriage Made on Earth” Amit explores the intimate relationship between Marketing and Technology in an interesting and relatable manner. There are several concepts that he lays out in a lucid manner including Total Marteching. The use of case studies and brand stories makes it a valuable and pragmatic guidebook for all Marketers.

“Amit Tiwari’s new book is a thoughtful, timely and highly engaging exploration of the converging worlds of Marketing and Technology. The book’s use of marriage as a vehicle to describe the complex relationship between these two disciplines is as insightful as it is original. Part history book, part crystal ball Martech: A Marriage Made in Earth will prove an invaluable resource for senior professionals and new graduates alike.“

“Practitioners have a vantage point that professors and theorists do not have. Amit Tiwari has that advantage of being a CMO and having been a user of mar-tech to be able to know what is impactful and what is not. Amit having used mar-tech tools knows how to separate the grain from the chaff. Marketing and Technology is a marriage made in heaven for leaders, entrepreneurs, CMOs and Brand Managers who wish to grow their brands and businesses through deployment of Martech. 14 chapters are like making the marriage double strong as it involves 7 fears two times or be it the 7 year itch twice. (Kidding.) Amit’s book is a practitioner’s guide to mar-tech and a must read for all investors in mar-tech.”

Foreword

Presenting the familiar in an unfamiliar fashion is a great communication device. Amit’s book does the same in a very readable, educative and informational way. In fact, audiences for any book have several audiences. There are experts who read, to stay in touch with a changing world (like good doctors). In this case, young marketers, students and curious common readers who find marketing and tech a marriage of a familiar with a seemingly unfamiliar. Pleasantly, Amit’s book will be educational and enjoyable for all. I believe that everyone need not be a musical instrument player, but it helps if you are into music appreciation. It helps to respect what you may not be an expert at. Having been to both—first at Havells and now at TCS—shows that the author is a martech professional and also an appreciator of both the areas. Look at the example of great innovators like Apple, Nike, various cars and more, you will find great tech-based products also have great Marketing history. If you believe this, then perhaps one day somebody will write a story about your story. I wish this book and Amit great success in impacting minds in this new world, where a lot is changing very fast in technology, marketing and of course, marriages.

- Piyush Pandey

Chairman of Global Creative & Executive Chairman, India

The Author

Amit Tiwari is a strategic marketing technology leader with a knack for changing the game as soon as he’s on the field. While many may laudably speak of reaping the synergies between Marketing, Technology, Media Planning, Data Science, Integrated Communication and Talent Management, entrepreneurial Amit has been busy applying them within large organisations such as Philips and Havells, with unstinting success. His new-age marketing approach has withstood the test of time and earned the appreciation of his peers. He is currently serving as the Global Head of the Marketing Demand Center at Tata Consultancy Services. Be it leadership development or business development, database management or channel management, there are a few things the ISB, Kellogg and Wharton educated Tiwari hasn’t done, and done splendidly. Nevertheless, there is always a first time for everything, and the book in your hand is a first even for Amit. We hope it makes a good enough first impression for you to come back for seconds.