Martech Landscape: Evaluate Your Tech Stack

In 2021, there are over 8,000 marketing technology solutions available. Larger organizations may have many different systems, and these can be integrated in various ways. I would start by making a list of these and understanding how data flows between them. If you are at a smaller organization or start-up, there may be a CRM system, email software and some web applications. But, that’s it. I suggest starting with the CRM as a core system and then look at how the other systems interact with it. CRM should be your system of record for customer data. You need to get an idea of how the system is used, what data is stored and required, and how data flows from a sales stage perspective. It is important that information in the CRM is accurate and includes the information you need to communicate specifically with different individuals at various stages of the customer lifecycle. The data captured and updated in CRM will help enable your marketing effort.

After you understand the data you are working with in CRM, identify current marketing systems using this data. Is there a marketing automation system in place? What system is being used to send email to customers? How are new leads flowing from the marketing system into the CRM? Marketing automation systems typically manage functions including email, landing pages, web forms, email nurturing, lead tracking and reporting. Popular systems include Marketo, Hubspot, pardot, infusionsoft. You can also get some marketing automation capabilities out of mailchimp and constant contact if your needs are more simple.

So what about this graphic? Typically, I research and add new systems after I have identified a need. Also, I periodically attend marketing technology conferences and spend time talking to exhibitors. Third, engage with other marketers and see what they are doing. You will often come across new solutions that will improve your marketing results.