Published: 01 February 2023
Organizations are stuck in a cycle of proliferating martech acquisition and underutilization. Digital marketing leaders can interrupt the cycle and increase martech utilization by developing cross-functional communities of practice and enabling product champions to steward their adoption goals.
Marketing organizations continue to invest heavily in marketing technology without adequately addressing barriers to existing martech utilization and adoption.
Successful companies improve tech stack utilization by deploying processes and structures that facilitate information capture, best-practice sharing and the unification of disparate products and teams.
Marketing organizations can more efficiently manage growing tech stacks by powering individual product governance with an aligned “product champion” who serves as the primary contact for all product-related activities throughout the life cycle. Product champions, commercial leaders, marketing, IT and risk management stakeholders leverage transparent communication to govern the martech stack.
Digital marketing leaders responsible for driving
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