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Evaluating Your Marketing Technology Stack

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A Chat with Scott Bane: CMG's Data & Marketing Technology Lead
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Russ Lange


A fervent believer in the promise of human powered growth, Russ leads CMG in partnering with companies to help them become aligned, agile, customer-driven enterprises that unleash the potential of their organizations with sustainable improvements in focus, teams, culture, and process our clients.

About The Author

Mark Chinn


Mark leads CMG in partnering with Telecom companies to help them increase customers and accelerate revenue. His 25+ years of experience in growth, strategy and execution includes B2C and B2B multi-channel acquisition programs, customer experiences that surprise and delight, pricing that optimizes customer value, and innovative product development.

When evaluating your MarTech stack, you’ve probably seen a lot of articles and experts start with the questions:

“What are your goals?” or “What problem are you trying to solve?”

While relevant, they aren’t always the most useful questions. Because vendors say they support your goals and can solve your problem. And at purely a technical level at least, they probably can.

But to make a good decision about what tools you should add to your MarTech stack, it’s important to take a step back and take the journey of discovery.

Scott Bane, CMG’s Data and MarTech Lead, says you should ask, “What would convince you that you truly need a new piece of tech added to the stack? What information could your team present that would show you a clear picture of the way teams collaborate or effectively solve any problems today?”

The pursuit to answer questions like that help quickly identify the gaps you currently have and plot a roadmap for filling the gaps.