A subtle but powerful shift is underway in many organizations: growth teams are increasingly influencing—if not outright owning—marketing technology (Martech) decisions. Traditionally, Martech decisions were made by marketing operations, IT, or digital marketing leads. But as growth becomes a top-line imperative and experimentation takes center stage, cross-functional growth teams are stepping in. With a focus on outcomes over silos, these teams are quietly reshaping Martech strategies to prioritize speed, data integration, and measurable impact. The result is a new, more agile Martech ownership model that’s redefining how businesses scale.
The Rise of Growth Teams and Why It Matters
Growth teams are typically composed of marketers, product managers, data analysts, and engineers, all aligned around customer acquisition, retention, and revenue growth. Their mission is simple: test fast, learn fast, and scale what works. To execute this model, they require tools that don’t just work—but work together. That’s why they’re stepping into Martech decisions: because the stack is no longer just about marketing campaigns—it’s about driving growth through experiments, analytics, and automation.
Speed Over Process: A Growth Team Imperative
Unlike traditional departments that may rely on quarterly planning and multi-layered approvals, growth teams operate with urgency. They test dozens of ideas weekly—across email flows, landing pages, onboarding experiences, and more. To support this velocity, they need Martech that’s easy to integrate, fast to deploy, and flexible to experiment with. This often puts them at odds with legacy Martech systems that are too rigid or IT-owned.
By taking ownership of Martech tooling—particularly analytics, A/B testing platforms, and CRM integrations—growth teams remove bottlenecks and reclaim control of their workflows.
Data Fluency and Tool Ownership Go Hand-in-Hand
Growth teams are typically more data fluent than traditional marketing orgs, which makes them better positioned to manage Martech tools that rely heavily on tracking, attribution, and optimization. Their comfort with SQL, APIs, and dashboards allows them to set up and refine systems without depending on outside help. In many cases, they not only use the Martech—they build the connectors and scripts that make it work together. This technical fluency gives them the credibility and capability to own more of the stack.
Blending Product and Marketing in Martech Strategy
Another key reason growth teams are rising in Martech ownership is their hybrid DNA. They sit at the intersection of product and marketing, meaning they’re uniquely positioned to decide which tools power both the customer journey and the user experience. From onboarding flows to feature announcements and upsell prompts, the tools they choose impact multiple teams. This makes their perspective essential—and increasingly authoritative—in Martech decision-making.
The Shift from Centralized to Distributed Martech Control
In the past, Martech decisions were centralized: CIOs or CMOs would green-light large platforms, often prioritizing control over adaptability. Growth teams challenge this by championing best-of-breed solutions that support agility. While this decentralization can create short-term complexity, it often results in stacks that are better aligned with business goals and user behavior.
Forward-thinking organizations are now embracing a more distributed model of Martech governance—where growth teams own parts of the stack but collaborate closely with IT and marketing ops for security, scalability, and governance.
Conclusion
As growth becomes a top organizational priority, growth teams are naturally stepping into Martech leadership. Their ability to move fast, understand data, and integrate tools across the funnel gives them a strategic advantage. While this shift may be happening quietly, its impact is loud: faster experimentation, more agile marketing, and ultimately, smarter tech investments. Companies that empower their growth teams to own Martech decisions will be better positioned to innovate and outperform in a rapidly changing digital landscape.