Modern marketing teams have access to thousands of tools and platforms, all created with the goal of making marketing outreach more efficient and effective, and all leveraging the vast amounts of marketing data available through a myriad of digital sources. But for businesses building out their marketing technology (martech) stack, choosing the right solutions and vendors can be overwhelming, confusing, and time-consuming.
This guide explores those best practices for every step in the process, from conducting a gap assessment to choosing vendors and deciding whether to engage with a third-party agency.
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