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Map Your MarTech Stack
The first step in mapping your MarTech stack is developing use cases for how you actually plan to use them. Some of these tools have very broad and deep capabilities, but does it make sense paying extra for if you won’t be using them? In the process of creating use cases you’ll likely also need to work out competing priorities among different members of your buying team. The typical buying team includes several people including the CFO, line of business manager(s), an IT representative, end users, and others. Many companies give the end users the least voice in the selection, but will the tool be successful if they find it difficult to use?
Adopting MarTech can greatly improve your marketing results, but only if it’s thoughtfully selected and then actually used.
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Every forward-thinking marketer is looking to embrace marketing technology.
You are operating at a distinct disadvantage against competitors if you don't have a MarTech strategy in place.