Gartner Research

Top Tips for B2B Martech Capability: CEB Quick Answers

Published: 07 July 2016

ID: G00346896

Analyst(s): Marketing Research Team

Summary

In this research, we answer the question "How do I get started in developing a B2B martech capability?" CEB research and leading member experience shows that, to successfully use technology for lead management, marketers must align sales and marketing on the definition of a qualified lead and technology's role in lead nurturing. It is also critical to ensure all new technologies align to marketing strategy and goals, and to build a flexible martech stack roadmap that outlines when and where new technologies should be adopted (and eliminated).

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