This report is ideal for practitioners who want to gain a better understanding of how their organization can optimize its tools and reduce inefficiencies. Inside, leading experts provide insight and impartial guidance on the major challenges organizations face when it comes to marketing technology (martech).
Based on this qualitative research and our own quantitative data from the 2023 State of Account-Based Marketing report from Momentum ITSMA and the ABM Leadership Alliance, we recommend 5 steps to improving your martech stack:
Conduct an audit of your martech stack
Involve marketing operations in the rationalization process
Align your martech strategy with your ABM strategy
Focus on improving your data foundation
Capitalize on your vendor relationships
Martech is a critical success factor in an account-based marketing (ABM) strategy, as fundamental as governance, funding, and staff. It’s also an area where ABM leaders – organizations with the most successful programs – stand out from the pack.
However, marketing technology is notoriously difficult to get right. Countless studies report major underutilization of tools, a lack of governance and control on tech purchases, not to mention a host of implementation issues. In enterprise companies where tech stacks are often sprawling and siloed, these issues are amplified – and yet, many marketers are still convinced they don’t have the right tools for the job.