Modern marketing agencies face difficult choices amid a complex array of technologies, often resulting in a 'Frankenstack' of mismatched systems. A roundtable hosted by The Drum gathered technology leaders who highlighted that while complexity in tech stacks is inevitable, strategic alignment of tools with business outcomes can create value. With an emphasis on prioritization, integration, and a clear understanding of clients' needs, marketers can streamline their approach and enhance efficiency, ensuring they deliver impactful results within budget constraints.
Agencies are under intense pressure to keep systems updated, properly integrated, and working in harmony within clients' budgets.
With so many tech vendors promising results, agencies must be selective and strategic in choosing tools that align with clients' objectives.
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