Australian digital marketers Stuart Edwards and Dana Teahan have come together to help redefine the martech landscape through technology consultancy Divide by Zero (DBZ).

Edwards previously held the positions of chief operations officer for APACMEA at Edelman Digital and managing director of MullenLowe Profero across Southeast Asia and Hong Kong.

Teahan has previously been CIO and GM of technology for several consumer brands including Virgin, NRMA and Woolworths.

Founded by Teahan in 2013, DBZ helps Australia’s leading organisations maximise marketing systems and infrastructure through technology, consultancy, and strategy.

Divide by Zero’s client list includes Bupa, Dan Murphy’s, Ikea, Myer, NOVA Entertainment, Spotlight, Telstra and Woolworths.

Under the joint leadership of Teahan and Edwards, DBZ has ambitions to transform the way professional services businesses are run, moving the focus away from building value for shareholders to creating true value for their employees and clients.

“Our clients trust us to give them the most effective solutions. We pride ourselves on remaining neutral and informed in an industry swamped with small software solutions but dominated by players such as Adobe, Salesforce, Accenture and Deloitte,” Edwards said.

“The core reason DBZ exists is to grow the capabilities of the individuals it employs. For example, everyone in the business is allocated two hundred hours each year to focus on professional growth and we work to a four-day week.

“Research shows these practices are a good business strategy, creating a happier and more productive workforce and resolving common recruitment issues.

“It is great to have joined Divide by Zero at this point. This is a healthy and profitable business. We have the trust and support of our clients and B2C automated marketing and AI is exploding.

“This context affords Dana and I the opportunity to redefine the consultancy business model based on our own personal values, putting people, our community and the integrity of our recommendations above the pursuit of profitability.”

Commenting on the marketing technology landscape, Teahan said it was telling that marketing bosses don’t talk about marketing operations with the same passion as the next campaign or creative.

“But the fact is, automating your marketing operations won’t just improve the results of your marketing activity and team. It will lead to a much more personalised relevant experience for their customers, which is what their customers crave from a brand,” he said.

“Getting this right can be the difference between success and failure of your whole organisation.”