The next step in working towards rationalizing and optimizing your marketing technology stack is to define your stack structure. This has three components:
- 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 stack detail you need to align, track, and manage the technology you are implementing to achieve the objectives you have identified.