Companies have invested heavily in marketing technology (martech), but challenges persist due to next-generation marketing requirements, legacy technology challenges, and the need for adaptability in a dynamic environment. To pivot the martech stack from a limitation to a strategic advantage, companies will redefine martech as an ecosystem that prioritizes interoperability to support data, orchestration, and emerging AI capabilities. This report will help B2C marketers clarify the urgency and benefits of updating their martech and provide a framework for defining an ecosystem-based martech approach.