Align strategy, customer experience, and technology with clarity before you invest.
MarTech Canvas is a connected strategic software platform that helps organisations explore opportunities and shape go-to-market and customer strategies, then carry that intelligence forward into Marketing, Sales, Service, technology, investment and transformation.
A coordinated team of AI specialists works with business leaders to connect decisions, challenge assumptions and explore potential implications before significant resources are committed.
From start-ups shaping their business and go-to-market strategy to established businesses and enterprises navigating growth, investment and significant change.
Control Group Development
MarTech Canvas is currently inviting organisations to register their interest in participating in a limited control group that will help evaluate and refine the platform through real-world use and feedback.
The problem
The gap between what organisations know and what they can act on.
Most organisations don't lack intelligence. They lack the ability to connect, interrogate and act on it before committing significant resources. MarTech Canvas is being built to close that gap.
Disconnected intelligence
Valuable intelligence sits with executives, employees, functions, consultants, systems and documents — but the relationships between them are never consistently maintained.
Untested assumptions
What an organisation knows and what it merely assumes often blur together — until an assumption becomes an expensive consequence.
Invisible dependencies
Decisions in strategy, customers, technology and investment affect one another, yet those implications are difficult to see before resources are committed.
Learning that doesn't persist
When a consulting engagement ends, the intelligence disappears with it — and the connection between original expectations and observed outcomes is lost.
The model
Not one generic perspective. Coordinated specialist intelligence.
MarTech Canvas brings specialist intelligence together around the same connected understanding — so each area works from a shared view of the business, the market and the customer, rather than producing separate answers in isolation.
Specialist intelligence, disconnected
- Business and market intelligence develops in one place
- Customer understanding develops somewhere else
- Marketing, Sales and Service work from separate briefs
- Technology planning starts from different assumptions
- Investment decisions are assembled afterwards
Each may be valuable on its own. The relationships between them are rarely maintained — so the whole picture is difficult to see.
Specialist intelligence, connected
- Business Model & Market Intelligenceinforms
- Strategy & Journey Mappinginforms
- Target Audience & Customer Experienceinforms
- Marketing, Sales & Serviceinforms
- Technology Capabilities & Architectureinforms
- Investment & Valueinforms
- Roadmap & Transformation
The same areas of intelligence — connected around a shared understanding, so what one informs, the others inherit.
Within this, Executive Intelligence plays the role of the Principal Consultant — connecting the relevant specialist perspectives, challenging assumptions, understanding dependencies and helping you see what matters across the whole. It coordinates the specialist intelligence. It is not the whole of what MarTech Canvas is.
Connect the whole
Change one thing, and see what follows.
The value isn't that many disciplines exist. It's that when something changes, you can see what it means for customers, Marketing, Sales, Service, technology, investment and transformation — before resources are committed.
What happens if…
Customer direction, the intended experience, Marketing, Sales and Service, the capabilities and technology required, the investment case and the transformation roadmap all inherit the change — and the assumptions beneath them need revisiting.
In practice these relationships are multidirectional, not linear — the point is that they're preserved, connected and visible. That is "connect the whole" as customer value.
- Business direction & market
- StrategyChanged
- Customers & customer experienceAffected
- Marketing, Sales & ServiceAffected
- Capabilities & technologyAffected
- Investment & valueAffected
- Roadmap & transformationAffected
From strategy to transformation
From go-to-market strategy to transformation.
Launching an offering or entering a market creates connected decisions across the organisation. MarTech Canvas helps organisations explore how they intend to go to market and carry that intelligence forward — connecting the market, offering, audience and commercial opportunity with customer experience, Marketing, Sales, Service, technology, investment, roadmap and the transformation requirements needed to make the intended future state possible.
Go-to-market intelligence
Model·Market·Brand·Offerings·Audience·Revenue
Establish the commercial context — how the business model, market, brand, offerings, audiences and revenue assumptions connect behind the opportunity.
Strategy & experience
Strategy·Engage
within Engage: Marketing · Sales · Service
Turn that intelligence into strategic direction, choices and the intended customer experience — designed together with how Marketing, Sales and Service support it.
Enable & transform
Technology·Roadmap·Value·Transformation·Learn
Carry the intelligence forward into the technology, investment, roadmap and transformation requirements needed to make the intended future state possible.
One way connected intelligence can move through a go-to-market challenge — not a fixed sequence. Relationships run across the platform in every direction, and the platform keeps them connected as decisions evolve.
The strategy doesn't stop when the go-to-market plan is written. The intelligence behind it carries forward into what the organisation needs to become capable of delivering.
From decisions to deliverables
What the work leaves you with.
MarTech Canvas doesn't just facilitate thinking. Depending on the context and work undertaken, it helps you develop and align intelligence and architecture that persists — informing planning, transformation and learning beyond any single decision.
Business & Strategic Intelligence
Business and market understanding, business strategy, brand and offering strategy, and commercial intelligence — grounded in evidence rather than assumption.
Target Audience & Customer Experience
Audience and customer architecture, customer behaviour strategy, and customer experience and engagement strategy — informed by your business and market.
Marketing, Sales & Service Strategy
How you intend to attract, engage, convert, onboard, serve, retain and grow relationships — aligned to the intended experience, not developed apart from it.
Technology Capabilities & Architecture
The capabilities required to execute, and technology architecture that enables the strategy — rather than technology determining it.
Investment & Transformation Planning
Investment and value analysis, a transformation roadmap, and implementation requirements and specifications the organisation can deliver against.
One Connected Strategy
These are not independent documents. They're parts of one connected organisational strategy — and the relationships between them keep working for you after the work is done.
How it works
Explore before you commit.
MarTech Canvas brings coordinated specialist intelligence together — connecting specialist perspectives, asking the questions that matter, and helping leaders understand what they know, what they are assuming and what they should consider doing next.
Connect the intelligence
Bring intelligence across business, market, customers, technology and investment into one governed, connected picture.
Challenge the assumptions
Distinguish evidence from assumption — and question what is taken for granted before it becomes an expensive consequence.
Explore the alternatives
Model different choices and understand their potential implications before significant resources are authorised.
Understand the dependencies
See how a decision in one area ripples through others — so leaders can move forward with informed confidence.
Who it's for
Built for consequential moments.
Relevance doesn't come from the size of your organisation — it comes from the decision in front of you. These are the moments MarTech Canvas is built for.
Validate a new venture
Explore the business model, market opportunity, audience, offering, commercial assumptions and capabilities required before significant resources are committed.
Enter a new market
Develop and explore the go-to-market strategy — connecting market opportunity, target audiences, positioning, offerings and commercial assumptions with the customer experience and organisational capabilities required to support it.
Launch a new offering
Explore how an offering should go to market, who it is intended to create value for, how it should be positioned and how Marketing, Sales and Service need to work together to support acquisition, conversion and the intended customer experience.
Scale the engine
Explore how strategy, customer experience, Marketing, Sales, Service, capabilities and technology need to evolve as the organisation grows.
Commit to major technology investment
Start with the strategy and required capabilities, understand what existing technology can support, identify genuine gaps and explore the potential value and implications of further investment.
Lead a transformation
Carry connected strategic intelligence into customer experience, Marketing, Sales, Service, technology, value, roadmap and detailed transformation requirements.
The same standard at every size
From serious start-ups to large enterprises, the intellectual standard doesn't change. Make rigour accessible — depth without intimidation, credibility without exclusivity.
MarTech Canvas advises.
People decide.
The platform provides connected intelligence and clear recommendations while preserving decision authority and accountability with the leader. It is not intended to replace executive judgement.
We seek clarity,
not certainty.
MarTech Canvas distinguishes evidence from assumption and is transparent about confidence and uncertainty. Confident in the method — honest about the evidence.
Move forward with greater clarity
Clarity before you invest.
MarTech Canvas connects strategy, customer experience, Marketing, Sales, Service, technology and investment — helping you understand how decisions across them affect one another before significant resources are committed.