In order to develop a sound corporate strategy for marketing technology, some questions must forever be posed before launching. One must be aware of the core components of existing stack. Also these solutions’ features, usability and values must be well understood. The marketers in the team must have a good idea regarding the technologies related to their work stream. Also the marketing team must be in a position to fully utilize these capabilities. Also technologies must be aligned with each other. One must look out for redundancies in marketing solutions and whether they impact the efficiency at work. Also marketing and IT teams must work together. Business innovation is a constant part of marketing technology and the firm must take care to incorporate it within their lines of work. Importantly, the company needs to analyze whether a core of bundled technology is better suited or should they go for standalone solutions.

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