*Collectively, these tools are known as "MarTech" or Marketing Technology solutions. Adoption of two or more of these tools or technologies comprise a "stack." Often (but not always) these tools are "integrated" - they are designed to work in conjunction with each other.
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Today there are over 5000 tools* and apps to assist marketers with key aspects of operations (e.g., customer relationship management, marketing automation, content management, account-based marketing, content creation, etc.).
While these tools have the potential to provide greater agility in executing many of these functions, many marketers:
Many times, marketers find that their marketing technology tools are not delivering sufficient results. This is either because these tools do not measure the KPIs necessary to measure marketing's return on investment, or because the stack (see sidebar at left) does not adequately support the required marketing initiatives (such as lead generation, content management, marketing automation, etc.). |
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