Fifteen years ago marketers began investigating whether technology could help solve the problem of marketing teams working in silos with separate assets, data and reporting. Marketing leaders were looking for an operating system to run the whole of marketing.
The marketing operations team is the OS of the marketing department.
Yet we don’t have a centralized technology that can run all of marketing, from advertising to reporting. Instead we have a stack of marketing technologies we wrangle data from.
Companies are simply too different to have a one size fits all martech stack. Which is why we need marketing operations and technology leaders to manage the martech stack.
But how do you manage a martech stack?
Management starts with a vision and that vision then turns into a roadmap. This is the same with martech.
In this post, we’ll discuss how we think about your own martech roadmap and provide some useful hints in evolving your technology as your company does too.