A technology business plan isn’t any good without a roadmap. A marketing technology (martech) roadmap can help marketers support business strategies. “Teams now have the possibility to use an extremely wide array of technological tools in the deployment of their digital marketing activities,” said Niccolò Pisani, assistant professor of international management at the University of Amsterdam, in a McKinsey & Company report last year. “The challenge for companies is to choose the right kind of martech infrastructure for their business needs and use it to create a data-driven culture that embraces experimentation and continuous learning.”

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