Martech: What happens when you’ve been over-served? – Marketing Land

One of the simplest ways to do this is by using a martech blueprint. This technique involves creating a visual diagram that outlines current technology, systems, processes and data flows. This allows marketers to gain a single view of their technology investments to identify opportunities for consolidation, chokepoints, and even where new tech can fill a big gap as they phase out others.

Here are a few things you can do to overcome and prevent this “too much martech” scenario:

  • Align technology with business priorities.
  • Do an inventory check on existing technology. 
  • Ensure all tools and systems connect. 
  • Make a business case to rip out the tech “stuff” that is “nice to have.” 


It all starts with objectives. From there, it’s a matter of identifying all current tools and formulating a stack that is in alignment with objectives.


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