Identify core customer and business needs first. Then build your stack accordingly.<\/p>\n\n\n\n
So how does your organization get on the right path? Start with who matters most \u2014 the customer. Begin to think about all the important actions that the customer takes when interacting with your company.<\/p>\n\n\n\n
\u201cStart with the customer journey,\u201d Alfonso said. \u201cWhat does their experience look like? What are the different types of touchpoints that they\u2019re experiencing with your business? <\/p>\n\n\n\n
The martech stack needs to conform to the specific needs of your business. It shouldn\u2019t include solutions that look good on paper but don\u2019t support core business operations.<\/p>\n\n\n\n
\u201cMany marketers make the mistake of building their martech stack like they\u2019re building a set of golf clubs,\u201d said Alfonso. You don\u2019t need to add a putter or a driver just for the sake of checking off those boxes.<\/p>\n\n\n\n
Instead, map out your core business needs and make sure you have platforms that fit.<\/p>\n\n\n\n
As your organization assembles the stack make sure that marketing data is accessible by all these different tools.<\/p>\n\n\n\n
This goes back to customer experience. If different parts of a campaign help move a customer smoothly through their journey, that\u2019s because data like customer preferences and personalization are also unified to help power the experience.<\/p>\n","protected":false},"excerpt":{"rendered":"
Identify core customer and business needs first. Then build your stack accordingly. 1: Start with the customer journey So how does your organization get on the right path? Start with who matters most \u2014 the customer. Begin to think about all the important actions that the customer takes when interacting with your company. \u201cStart with […]<\/p>\n","protected":false},"author":2,"featured_media":1440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"right-sidebar","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"authors":[],"_links":{"self":[{"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/posts\/1438","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/doughowe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1438"}],"version-history":[{"count":2,"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/posts\/1438\/revisions"}],"predecessor-version":[{"id":2314,"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/posts\/1438\/revisions\/2314"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/doughowe.com\/index.php?rest_route=\/wp\/v2\/media\/1440"}],"wp:attachment":[{"href":"https:\/\/doughowe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1438"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/doughowe.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1438"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/doughowe.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1438"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}