Summary
The dynamic and complex requirements of modern marketing demand an innovative approach to marketing technology (martech). B2C marketing teams with a collection of bespoke, disconnected systems and capabilities will fall behind those who prioritize an adaptive, interoperable martech ecosystem. To meet the technical demands of the entire marketing lifecycle, the martech ecosystem should be organized around seven core capabilities. B2C marketers can use this priority model as a starting point and reference for futureproofing their martech strategy.
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