There are three components to defining your stack structure:
- Your stack mechanics (how you will physically track and manage your stack)
- Your stack architecture (the number of stacks you need and their relationship to one another)
- Your stack detail (the layers inside your stacks)
It’s important to note that there is no right or wrong way to do the above; all that is required is that you create a format, architecture, and the right stack detail so that you can align and track the work you are doing to achieve the objectives you have identified.
There are a number of ways to physically track and manage your marketing technology stack. Most companies begin with a spreadsheet, which is a good starting place and may be all that you need if you are using 50 products or fewer. If you have already begun the process of creating spreadsheets to support GDPR preparation in order to keep track of the Data Privacy Agreements in place with each of your data processor partners, you can expand this to cover additional products and attributes. Once the number of products in the stack starts to grow, however, and the number of attributes tracked for each product increases, spreadsheets start to become unwieldy. Some companies have gone so far as to build their own internal micro-sites to support technology tracking.
We, of course, believe that CabinetM is the ideal platform for tracking and managing your marketing technology stack.