The Modern Marketing Technology Implementation Roadmap

February 2nd, 2022

Katie Linford Principal Analyst

Malachi Threadgill

With contributors:

Cristina De Martini , Ella Sullivan , Arianne Burnette

Summary

A technology implementation roadmap is essential for successfully selecting, implementing, and operationalizing new marketing technology. Organizations are often unclear about the steps and sequencing that ensure technology deployments are performed in a way that minimizes effort and delivery time and maximizes stability and value. More complexity is added when technology purchases are made hastily, without the required due diligence to ensure the tool will address priority objectives. Marketing leaders benefit from a clear list of sequenced tasks to support the successful onboarding of a new piece of technology. In this report, we identify the key activities a marketing leader must complete to select, design, build, execute, and support marketing technology as part of an aligned, integrated, and optimized technology stack.

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