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CMO Council's Tom Kaneshige on overbuilt martech stacks: alignment is strategy, consolidation is just a tactic
Tom Kaneshige, Chief Content Officer at the CMO Council, says there is no best martech stack — only a best-aligned one. New research on 988 enterprise stacks shows why more functionality rarely means more value.
Alignment beats functionality, and the data says so. The Apex Martech Matrix compares real deployments against companies in the top 30% for revenue per employee in their industry. The same investment that correlates with outperformance in one industry shows nothing in another.
"Overbuilt" is the most common failure, not underinvestment. Kaneshige and Greg Kihlström get into what…
The skinny
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