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Attack Your Stack
A Practical Guide for Marketers Building and Managing Marketing Technology Stacks
Table of Contents
The Importance of Stakeholders
The Importance of Marketing and Business Objectives in Marketing Technology Stack Strategy
Defining Your Stack Structure
One Stack Layer at a Time
Auditing Your Stack
Dark Tech and Zombie Products — Uncovering Your Hidden Products
Stack Rationalization
Data Strategy and Compliance
Anchor Platforms
Are You Leveraging the Expertise of Your Anchor Vendors?
Vendors as Consultants
Leveraging Agency Partners
Finding New Products
The Importance of Skill Alignment
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