Market landscape
Martech Landscape
The martech landscape spans many jobs. A useful map separates data collection, activation, campaign execution, measurement and content workflows.
Workspace
Start with a usable artifact
Choose the organization’s channel mix and data architecture before deciding which vendors belong together.
Method
From research to a decision
- 1
Define the workflow and required integrations.
- 2
Group vendors by primary role in that workflow.
- 3
Note overlaps, dependencies and known gaps.
Example to adapt
A lifecycle-marketing map could separate data platforms, orchestration, email/SMS delivery and analytics.
Common question
How should all-in-one suites be placed?
Put them where the target buyer primarily evaluates them, then note important secondary capabilities instead of duplicating them everywhere.
Keep exploring
Related workflows
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