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Digital Sense by Brian Solis, Chris J. Snook, Travis Wright

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Figure depicting a word cloud with few words, for example, technology, management, marketing, and so on represented in bold, and other words are presented in the lower fonts.

13Designing Your Ultimate Marketing Stack

Now that you have clearly stated goals, objectives, a vision, executive buy-in, and a strategy in place, it's time to looks at some tools and technologies to make your life easier and more efficient.

Marketing technology—MarTech—is a hot topic, but actually adopting these tech items can be intimidating for most business owners and executive leaders. The intimidation makes sense. New technology can be scary, and you don't want to struggle with a tool that has a steep learning curve. Unfortunately, this means companies are missing out on some great products that can make life and business so much easier.

Consider this: What if you created your own MarTech starter kit with several key solutions (Figure 13.1) that you could use to optimize your marketing and tech departments? You could grow revenue, give your employees a break, and optimize your time, money, and efforts. If you apply it correctly, you create the magic bullet.

A triangle depicting the data node of the EMF success layer, where the triangle is representing data. A circles inside the triangle is representing marketing technology CRM web analytics.

Figure 13.1 The Data Node of the EMF Success Layer

Here's how you might begin to build your own MarTech stack so that you can make data-fed iterations to optimize reliability within your customer experience and uncover new insights for ongoing innovation. We've included some potential software products in each category ...

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