| Good morning Marketer, how do you track changes within your martech stack?
“It’s important to maintain documentation about a martech stack,” explained Steve Petersen, marketing technology manager at Western Governors University. “Stacks typically have dozens of components used by dozens of people, and keeping track of everything is tough. By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.” Petersen offered several tips on what marketers should be documenting in their martech stack. “Two very important pieces of information in this category include the overall purpose of the stack component as well as who are the main people associated with it (executive, sponsor, technical lead, and power users),” he said. “This information alone is very valuable as it will help address why a company uses something and who to ask for more details.” Existing (and new) system integrations are another valuable consideration, especially since vendors usually need access to high-level information to better align with data flows. Additionally, contract information – like contract dates, total expenses, billing cycles, and which budget funds the contract – are essential to scaling a successful martech stack. There’s more to read below, including news on a new TikTok placement in Google search results. Taylor Peterson,
Deputy Editor | 