Gartner Research

Upgrade Your Marketing Technology Ecosystem

Published: 09 July 2019

ID: G00385250

Analyst(s): Colin Reid


To extract the greatest value from their martech stacks, marketing technology leaders should regularly audit their organization’s current tools; establish a unified sourcing, procurement and vendor management strategy; and focus on maintaining executive sponsorship to secure additional funding.

Table Of Contents
  • Key Challenges



  • Step 1: Audit Your Current Martech Ecosystem and Create a Roadmap for Future Investments
    • Proactively Share Insights Across the Organization
    • Review Your Martech Ecosystem Regularly and Plan for the Future
    • Create a Martech Roadmap
  • Step 2: Source, Procure and Manage Your Martech Solutions
    • Source Effectively
    • Procure Responsibly
    • Manage Strategically
  • Step 3: Secure and Maintain Executive Support for Regular Martech Overhauls and Upgrades
    • Evangelize Martech’s Worth to Executives and Stakeholders

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