Why CMOs should stop chasing best-of-breed Martech and start buying best-aligned
Marketing technology selection has had a fairly standard process. Define your requirements, then research possible technology solutions by talking to analysts, asking your peers, visiting software review sites, creating RFPs, and doing demos. Easy enough.
Except this approach to building your martech stack, known as the Technology Lens, is no longer enough. Why? Because it doesn’t take into consideration industry differences or organizational maturity that impact the success of implementing that technology.
The CMO Council and the MartechTribe joined forces to develop the Apex Martech Matrix, a framework for evaluating marketing technology investments that includes a visualization of how your brand’s martech stack aligns with others in your industry, along with a score indicating how closely your stack resembles the industry ideal.
Why is this new approach to technology selection better than buying based on best-of-breed alone?
Why best-in-class Martech isn’t best for every organization
For years, many companies...
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