The Agile Brand Guide: MarTech Stack Evaluation: Evaluating, Buying, and Implementing a High-Performing Marketing Technology Infrastructure (Agile Brand Guides) by Kihlstrom Greg

Author:Kihlstrom, Greg
Language: eng
Format: epub
Publisher: The Agile Brand
Published: 2023-06-13T00:00:00+00:00

Figure 2.1.2, MarTech Stack Evaluation Maturity Model

What to do with your evaluation

Evaluating your MarTech infrastructure is not a one-time event but an ongoing process that requires regular monitoring and updating. After completing the assessment, you’ll likely be looking at something like the following (Figure 2.1.3):

Pillar

Score

1 (weakest) -

5 (strongest)

1 Strategic Alignment 2.67

Current state 3

Future state 2

Customer expectations 3

2 Workflow & Management 3.67

Project management 3

Workflow automation 4

Internal measurements 4

3 Understanding the Customer 2.00

Completeness 1

Quality 3

Infrastructure 2

4 Serving the Customer 2.33

Omnichannel experience 2

Infrastructure 2

Journey orchestration across channels 3

5 Listening to the Customer 3.00

Attribution 2

Prioritization 3

Measurement infrastructure 4

6 Content & Campaign Creation 3.67

Content creation and management 3

Campaign creation and management 4

Utilization of AI in content and campaigns 4

Overall Maturity

2.89

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