The human element
Don't forget that marketing is about reaching people (human people) who may want to buy your stuff. Technology is wonderful but it needs to be subservient to the human experience. This goes for all tech from self driving cars to online news sites. And yes, MarTech. Marketers please bear this in mind. All the fancy process design and marketing automation in the world is nothing if it doesn't have a heart and soul. Narratives have heart and soul.