Clevertouch launches lovemartech Academy to address growing skills gap
New training and research hub combines industry expertise with academic partnership as organizations struggle to maximize martech investments.
Clevertouch Consulting has announced the launch of the lovemartech Academy, a new learning and research platform designed to help marketing professionals build skills and improve decision-making in an increasingly complex marketing technology landscape.
The Academy brings together training, structured learning pathways, and independent research in a single platform, reflecting a wider shift toward continuous upskilling as martech ecosystems expand. The launch also includes a partnership with the University of Stirling to deepen research into how organizations adopt and use marketing technology.
Combining training, research, and industry collaboration
The lovemartech Academy provides access to expert-led training delivered by Clevertouch specialists, alongside curated research and industry engagement opportunities. The platform is designed to help organizations improve how they use marketing technology and measure return on investment.
Participants can access structured learning pathways and content linked to major platforms including Adobe Journey Optimizer, Marketo, and Salesforce Marketing Cloud. The offering also includes workshops, webinars, and access to Clevertouch’s State of Martech research.
Chris Fowler, Director of Research & Enablement at Clevertouch Consulting, says: “Marketing technology continues to evolve rapidly, but many organisations struggle to keep skills and knowledge up to date.”
He adds: “The lovemartech Academy brings together training, research and community to help marketers build the capabilities they need to get more value from their martech investments.”
University partnership expands evidence-based research
As part of the launch, Clevertouch is working with the University of Stirling through a Knowledge Transfer Partnership to expand independent research into martech adoption and effectiveness.
The collaboration builds on existing work between Clevertouch and Professor Rob Angell, Professor of Marketing at the University of Stirling, with a focus on generating clearer insights into how marketing technology contributes to organizational performance.
Professor Rob Angell says: “Over the past decade, organisations have invested heavily in marketing technology, but there is still limited independent evidence around what successful adoption really looks like.”
He adds: “Our partnership with Clevertouch creates an important opportunity to move the conversation forward - shifting martech towards a more evidence-based discipline.”
The research component is positioned as a way to address a gap between investment in marketing technology and measurable outcomes, particularly as organizations continue to scale their martech stacks.
Focus on capability building as martech matures
The Academy reflects a broader trend in both marketing and EdTech, where the challenge is no longer access to tools but the ability to use them effectively. By combining training, research, and industry collaboration, Clevertouch is positioning the platform as a way to support ongoing capability development rather than one-off learning.
Fowler says: “By combining certified platform training with independent research and academic collaboration, we’re creating a space where marketing teams can continuously develop their skills and stay ahead in a fast-moving martech landscape.”
The model suggests a shift toward more structured, evidence-led approaches to skills development, as organizations look to translate martech investment into operational impact.
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