Best Practice Report

A CMO’s Guide To Marketing Technology

Martech Will Make Or Break Your Marketing Strategy

June 16th, 2022
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Emily Collins , Shar VanBoskirk , Bruna Venicio , Christine Turley

Summary

Effective marketing technology (martech) is critical to executing marketing strategy, yet many companies take a decentralized, ad hoc approach to tech planning and delivery. CMOs must maintain direct involvement in their martech strategy to ensure that investments live up to their full potential and support the business. CMOs can provide the leadership to centralize planning, align staffing and resources, and develop a comprehensive martech ecosystem.

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