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Good morning, Marketers, hope you’re keeping it cool.
I think we can all agree competition is a good thing. It lowers costs, increases efficiency and provides more choices for the customer. Sometimes that last part can get overdone. For example, there are nearly 10,000 different martech solutions currently available. As a result there is always something new and different to consider adding to your stack. And, after all, a bigger stack must be better, right?
However, as Anita Brearton points out in her article, neither bigger nor smaller is better. What matters is effectiveness. She lays out guidelines for how to assess that and how to tell if you’ve got a case of stack bloat. I think you’ll find it very useful.
Constantine von Hoffman,
Managing Editor
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