Navigating MarTech Collaboration

This chapter explores the collaboration dynamics between marketing, marketing operations, and IT within the realm of marketing technology (MarTech). It emphasizes the balance between maintaining existing tech and fostering innovation, alongside the importance of customer data management and the evolving role of customer data platforms. Additionally, the chapter discusses the complexities of modern marketing stacks, common challenges faced by organizations, and the benefits of cross-functional teams in enhancing customer journeys.