Martech maestros focus on internal processes — and drive external success

In January 2020, Scott Brinker introduced five martech archetypes: maestros, makers, modellers, marketers and managers. His framework maps roles based on their internal or external focus and whether they lean more toward process or technical execution. Managers, meanwhile, lead teams that span across these categories.

This model helps organizations understand the diverse skills and responsibilities needed for modern martech teams. And it offers a helpful lens for structuring teams, defining roles, and understanding how work gets done.

What is a martech maestro?

Soon after Brinker shared his framework, I wrote about my own experience as a martech maestro. Since then, my perspective on the role has evolved.

Maestros typically focus on internal processes, while other archetypes lean more toward technical execution or external impact. Of course, most real-world roles span multiple archetypes. Context — including company size, industry, team structure and individual background — influences how these roles take shape.

Let’s look more closely at the different functions that often fall under the maestro umbrella.

The stack documenter

Martech documentation isn’t glamorous, but it’s essential. Documentation keeps stacks running smoothly, helps teams adopt tools effectively, and ensures that platforms evolve in step with business needs.

Stack documenters track platform versions, flag underused tools, and recommend training when needed. They also collaborate closely with stakeholders to define KPIs and assess platform performance. If a tool is falling short, the documenter can identify whether it’s time to replace it — or simply refine how it’s used.

Common job titles include Marketing Technology Analyst or Martech Strategist.

The stack optimizer

Buying martech is easy. Optimizing it is hard — especially when urgency and short-term needs overshadow long-term priorities.

That’s where optimizers come in. These professionals maintain a platform-focused view rather than just a project-focused one. They think strategically and tactically, ensuring the stack supports evolving business goals.

Optimizers look across departments to balance needs — like reconciling marketing’s desire to reduce form fields with sales’ need for lead qualification data. This big-picture perspective prevents short-term gains from causing downstream issues.

While rarely titled Stack Optimizer, these responsibilities often fall to Marketing Technology Enablement Managers or similar roles.

The solution architect

Solution architects design how platforms fit and work together within a stack. They map data flows, outline system integrations, and create the documentation that guides developers and stakeholders through implementation.

Dig deeper: 6 marketing team silos you need to break down, and how to do it

Though technical, the architect role is primarily strategic. Architects keep projects aligned with business goals and ensure that detailed implementation decisions support broader objectives.

They must also understand the larger tech ecosystem — not just the martech stack — and collaborate with stakeholders to align systems, data, and users with business needs.

The Real Story Group’s Tony Byrne is among those who recommend having dedicated martech architects on staff.

Product managers and product owners

While not strictly maestros, product roles overlap significantly. Product Managers ensure platform health, while Product Owners focus on delivering user value.

Because platforms touch many projects and stakeholders, these roles play a vital part in preventing platform sprawl and misalignment. They monitor vendor roadmaps, maintain relationships with providers, and keep platforms evolving with organizational needs.

While they manage individual platforms, they must also understand how those platforms connect across the broader martech stack — a distinctly maestro-level responsibility.

Internal and process-oriented — but not isolated

Although maestros are primarily internally and process-focused, their work has broader impact. Effective stack documentation, optimization and platform management impact the customer experience, sales efficiency, and even long-term innovation.

By ensuring that martech systems align with organizational goals and scale with evolving needs, maestros play a critical — and often underappreciated — role in modern marketing.