How to Build a Tech Stack

Building a technology stack, or a combination of software products and programs used to create your marketing capability, is often an overwhelming task for marketing professionals. There are so many solutions, products and providers to choose from — and you don’t want to spend money on a technology that will have negative consequences down the road.

At the same time, marketing technology is becoming more necessary in today’s digital landscape. In fact, Gartner’s “2016-2017 Chief Marketing Officer (CMO) Spend Survey” shows that CMO’s marketing tech spend will be higher than that of CIO’s technology spend by the end of this year.

Where

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