LXA Marketing Leaders Book Club: The Martech Handbook


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“The big part that a lot of people miss about martech is that the point is to really enable marketers to automate processes and in order to do that, they need to have a good understanding of what the technology/tool is, how it fits in the overall martech stack and how to utilise it to the best of their ability," says Darrell Alfonso, author of The Martech Handbook. 



This book provides a deep dive on the core principles of marketing technology success including stack design, gaining stakeholder martech buy-in to developing robust marketing operations governance.

Why The Martech Handbook is Vital for Any Modern Marketer

The Martech Handbook is a must for every modern marketer. With the acceleration of digital transformation in the world there has never been a more important time for marketers to build their knowledge and capabilities in martech

Carlos Doughty, Founder and CEO, Learning Experience Alliance 


Creating a customer-centric marketing technology stack starts with knowing what tools you need.

The Martech Handbook is a reference guide for building a marketing technology stack. It explains in depth the role of each technology, why it’s useful and how it can help your business grow. The Martech Handbook explains key concepts, gives examples of best practices, and outlines common pitfalls to avoid when choosing technologies.

It can be difficult to know where to begin, thanks to the sheer number of platforms, tools, and solutions available on the market today. Then, marketers have to worry about how they use their tech to its best ability. So, Darrel's book provides a clear step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing. 

About the Author

After University, Darrell worked his way up the ranks in the leading multi-channel marketing automation company, Trumpia.

Starting as a Marketing Manager, Darrell soon became a Senior Marketing Manager, where he - in his own words "Drove 500% growth of new marketing platform through partner marketing and relentless adoption programs for AT&T Mobility’s 1,500+ business sales force".

After that, he was the Demand Generation Manager at Leaf Group. Next, he was Director of Marketing at the American Marketing Association, followed by Senior Manager of Global Marketing at Hitwise.

These days, along with being an official advisor for Syncari, a modern Data Automation Platform, Darrell is also the lead instructor for our eight-week course on all things Marketing Operations! (You can enrol for this course right here)

  • Marketing ops leader at Amazon Web Services (AWS)
  • Named one of the 'Top MarTech Marketers to Follow' 2020 by MarTech Alliance
  • Regular Keynote Speaker
  • Awarded Fearless Marketer 2018
  • Marketo Champion 2018 and 2019
  • VP of Communications American Marketing Association 2017-2019
  • Marketo User Group Leader 2017-2019
  • Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
  • Marketo and Salesforce Certified

Top Takeaways

"In an era of increasingly complex go-to-market strategies, Darrell Alfonso has helped capture some fundamentals that every Marketing Operations and Martech professional needs. What's more, it's an incredible resource for leaders to wrap their minds around the complex (and ever changing) landscape of Marketing Technology."

Mike Rizzo, CEO, MarketingOps.com 

The Martech Handbook ticks every box a marketer may need, well, ticking. It explains how to use martech to add value in key areas of marketing including customer experience, automation, lead management, reporting and analysis. 

Plus, it shows the reader how to bring together different platforms and solutions into a joined-up martech stack. On top of this, it details how to measure and monitor the stack's success for maximum efficiency and impact. 

And if that's not enough, Darrell provides case studies and examples from companies including general electric, Tealium, and Iterable, as well as frameworks, checklists, and interviews. 

Link to purchase page

PurchaseThe Martech Handbook on Amazon 

We're bringing you the best insights written in the world of marketing today, thanks to our sponsors at Adobe


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