No platform fixes a broken team, a missing process, or a dataset nobody trusts. And yet most marketing orgs keep reaching for new tools to solve the problems those tools were never designed to touch. This panel brings marketing leaders together to unpack the three pillars that decide whether a MarTech investment becomes an asset or a liability, the people behind it, the operational layer that connects strategy to execution, and the data literacy that turns information into action. Key takeaways: - Why MarTech without the right people and marketing foundations is a liability, not an asset, and what it takes to flip it - How to build the operational layer that bridges strategy and execution, the missing link in most marketing orgs today - Practical moves for creating a data-literate team that converts raw data into insight, and insight into measurable impact - How to evaluate any new MarTech investment against the three pillars that actually decide its ROI