The Anatomy Of A Buyer-Focused Tech Stack

The Marketing Technology Landscape Supergraphic now features more than 8,000 solutions, a 13.6% increase year over year. With every new solution, determining what to include in your tech stack (and what to throw out) feels more overwhelming. 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. During this presentation, 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; andTake a buyer-first approach to vendor evaluation and selection.

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