Gartner Research

3 Steps to Maximize Existing Marketing Technology Investments

Published: 01 March 2019

ID: G00378374

Analyst(s): Bryan Yeager

Summary

Subpar experiences, middling performance and excessive costs result if marketing technology portfolios aren’t monitored and kept up to date. Marketing technology leaders can follow three steps to get the most value from their existing martech investments before adding new applications.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step No. 1: Inventory Your Marketing Technology Portfolio
  • Step No. 2: Identify Areas of Consolidation and Establish Governance for New Investments
  • Step No. 3: Pursue Training and Continuous Education

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