Interview

Martin Nitsche is Founder and Managing Partner of Solveta GmbH and is considered as one of Germanys leading CRM and Marketing experts. Furthermore he is President of the Deutscher Dialogmarketing Verband e.V. (German Direct Marketing Association), Member of the Board of FEDMA and Chairman of the Board of the Global Alliance of Data-Driven Marketing Associations.

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1. What do you think is the reason for Germany's relatively modest movement in Martech since last year?

"Looking at Germany’s Martech landscape, the slower movement this year isn’t surprising. We were already operating at a pretty advanced level in 2023, so naturally, the pace of further development has eased off a bit. Companies are focusing more on maintaining stability rather than diving headfirst into new technologies. Plus, given the current economic challenges, there’s a noticeable hesitancy to make big investments right now. It’s all about being smart and steady in these times.“

2. How do you see Germany's martech strategy in comparison to other major markets?

"Many German companies are large and operate on an international scale, which means that developments can sometimes take a bit longer to implement. We prioritize stability and long-term value, ensuring that every tech adoption is well-integrated and sustainable. While other markets might be more aggressive in their investments, Germany’s strategy is about getting it right the first time, even if it means moving at a slightly slower pace. It’s a strategy that might not be flashy, but it’s certainly effective in the long run.“

3. What areas of Martech do you think Germany needs to focus more on to maintain alt. increase the rate of development?

"The technology is important, but it should always serve the people who use it. Enhancing both the Customer and Employee Experience should be at the forefront. Additionally, more attention needs to be paid to data and systems—specifically, improving data quality and ensuring seamless integration across various Martech solutions. By prioritizing the human experience and ensuring data and systems are top-notch, meaningful progress in the Martech space can be achieved."

4. What changes do you expect in Germany's Martech landscape in the coming years?

"In the coming years, I expect several key changes in Germany's Martech landscape. First, we'll see an increased focus on automation and individualization, particularly through the use of AI, as companies look to streamline processes and enhance efficiency. The customer and employee experience will also gain more attention, with investments in technologies that improve how both customers and employees interact with brands and their internal tools. Additionally, sustainability will become more prominent, as companies recognize the importance of aligning their Martech strategies with environmentally friendly practices. These changes will collectively shape a more innovative and responsible Martech environment in Germany.“