Merge Your Stacks

A Practical Guide for Combining and Consolidating Marketing Stacks During Mergers and Acquisitions

Defining Your Stack Structure

The next step in working towards rationalizing and optimizing your marketing technology stack is to define your stack structure. This has three components:

  1. Your stack mechanics (how you will physically track and manage your stack)
  2. Your stack architecture (the number of stacks you need and their           relationship to one another)
  3. 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 stack detail you need to align, track, and manage the technology you are implementing to achieve the objectives you have identified.