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Erschienen in:
2023 | OriginalPaper | Buchkapitel
6. Strategy, Conception, and Success Factors of Building a Modern, Customer-Centric Marketing Tech Stack
verfasst von : Martino Saracino
Erschienen in: Marketingtechnologien
Verlag: Springer Fachmedien Wiesbaden
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Abstract
Historically marketing executives face many challenges, such as low efficiency in marketing processes, inconsistent messaging, and lack of transparency on activities, performances, and the contribution of marketing to sales. Using modern digital technologies to build marketing tech stacks can help to overcome these challenges. This article will dive into the structure, architectural details, and key automation of a modern, customer-centric B2B marketing and sales tech stack. In addition, strategies and requirements for its build-up are outlined, as well as the learnings highlighted that are critical in ensuring full utilization of the tech stack and value generation for customers and companies alike.