Beyond acquisition: The true cost of martech stack underutilization.
This e-book will share tips, best practices, and will highlight why savvy B2B marketers don’t rely on diluted, one-size-fits-all technology. They grasp the nuances of their go-to-market strategy, recognizing both its limitations and strengths, and integrate specialized technologies as needed. Specific topics of discussion include:
- Why in spite of significant changes in how marketing manages martech, utilization of existing capabilities has decreased;
- The increasing importance of ending marketing’s obsession with platform-centric acquisition strategies; and
- How persistent under-investment in talent to drive martech utilization impacts not only the current state but the ability to capture future benefits of emerging technologies.