Decision-making around marketing technology (martech) investments has become more complex than ever. With constant changes in technology options and ever-increasing customer demands, the process of choosing tools that are agile and as spot-on as possible has become a major marketing mountain to climb.
The problem, say experts, begins with the massive size of today’s martech landscape and the vast number of platforms and services available. Then you “layer on an organization’s technical and business goals and challenges, and marketers can quickly become overwhelmed,” said Melissa Tait, SVP of technology and managing director of digital agency Primacy.
