The Marketing Technology Transformation® Framework
A list of 30 martech problems doesn't tell you where to start. The Marketing Technology Transformation® framework does, in three phases: UNDERSTAND what's broken, OPTIMIZE what you already pay for, and BUILD only when the evidence says you have to.
Three phases, in order, repeated as your business changes
Understand
Find the one problem causing the others
Most of the martech you pay for was never fully set up or used. Find the one problem behind that before you replace anything.
Read moreOptimize
Push your platforms to their real limits
A tool that was never set up properly looks the same as a tool that can't handle the job. Decide whether to keep or replace it based on evidence, not on who argues loudest.
Read moreBuild
Build only what the evidence proves is missing
A new platform won't improve results if nobody changes how the work gets done. Build only what the evidence shows is missing, in the right order.
Read moreWhy there are no templates
You won’t find a fill-in-the-blank worksheet on this site, and there isn’t one in the book either. That’s on purpose. A template gives you an answer built for someone else’s martech stack, and the problem in your martech stack is different. The book teaches you how to find your problem, decide whether to keep or replace a platform, and put the fixes in the right order.
The full framework, in one place
The book covers the whole framework, phase by phase, and explains how to make the decision at each step.