Marketing Operations' Role in Technology Management

Marketing organizations are constantly being challenged to keep up with the increasing demands of their audiences for consistent and meaningful digital engagement. Adding to this struggle is the difficulty of successfully navigating the flood of technologies targeted at B2B sales, marketing, and product functions. Marketers often pursue exciting new technologies that hold great promise, but without determining if their organizations are capable of fully leveraging these tools or fixing any broken processes that the technology would automate. In this report, we describe best practices of technology management that marketing operations must adopt to successfully assess, envision, plan, implement, manage, and evolve their martech stack.