This year’s Marketing Technology Landscape Supergraphic was recently published, and holy moly! There are a lot of solutions out there — 8,000 in fact, a 13.6% increase year over year. While it’s great that the martech landscape is continuing to grow, it’s also a little overwhelming for those who oversee the building and upkeep of tech stacks at their business.
With every new solution, determining what to include in your tech stack (and what to throw out) takes a lot of work. As the Head of Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein is responsible for helping her team take a more strategic approach to martech research and implementation. In this week’s episode of the B2BMX Podcast, which was first shared at the 2020 B2B Marketing Exchange, Masha reveals how you can:
- Audit existing tech and capabilities to identify clear gaps;
- Cut through the noise to better prioritize investments; and
- Take a buyer-first approach to vendor evaluation and selection