Vision Report

Envision The Future Of The Marketing Technology Stack

A Best-In-Class Approach To Designing An Aligned Technology Stack That Provides Value

January 24th, 2022
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Arianne Burnette

Summary

A robust technology stack is critical to B2B marketing. Along with customers’ demand for personalized, engaging digital experiences, marketers must have an infrastructure that can deliver. Customer-focused delivery must occur while improving productivity, efficiency, and speed-to-market in a cost-effective way. Marketers must collaborate with other functions across the revenue engine on a more strategic approach, considering technology investments in the context of core capabilities that support company goals. This report outlines the importance of an aligned technology strategy and roadmap that ensures the tech stack supports marketers, delivers value, and enables a great customer experience.

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