How to Build a MarTech Stack Around the Customer Journey

Marketing Execution with Mark Donnigan · Aug 18, 2026 · 24m

"You can't buy a tool to fix bad marketing." That line from Darrell Alfonso hit hard because I've watched teams burn six figures on MarTech stacks that produced nothing. The real issue? They skipped two non-negotiables: talent and time. Alfonso, who led marketing operations at AWS before becoming Director of Marketing Strategy and Operations at Indeed, lays out a framework in The MarTech Handbook that every B2B leader managing a complex GTM motion needs to internalize.

Here is what most teams get backward. They chase shiny tools instead of organizing their stack around the customer journey…