The 4Ps of Marketing Technology & Marketing Operations Best Practice Guide 

Making it stack up: How to get, and stay, in control of your martech

Martech. Small word, mad world. There’s no getting away from the fact that most marketers don’t seem to feel fully at home with marketing technology – and that needs to change.  

The goalposts keep shifting, for one thing. Just when you think you’ve got the hang of a solution, it evolves or a new category pops up. With more than 7k different types of martech solutions, the possible combinations for your own martech stack are right confusing.  But that’s no excuse for not doubling down on marketing tech. Ignoring martech is the last thing you should do. For one thing, you won’t notice when your competitors power past you.

Easy for you to say, you might think. It’s true. At MarTech Alliance I eat, sleep and breathe martech. That’s why I took a long, hard look at what marketers needed to get from martech and what was stopping them getting it. And then I came up with a framework to help.

4Ps of Marketing Technology


The 4Ps of Marketing Technology ebook is the result of lots of chatting to marketers, nerdy debates with technologists, reading and researching all things martech. Not to mention delivering countless marketing tech projects. The net result is a blueprint that I think is going to help you build and manage your marketing tech strategy and roadmap – or optimise what you’ve got.

CarlosCarlos Doughty, Founder - MarTech Alliance