Organizations typically are a mixture of orientations that impact all aspects of the business from operations, finance, and marketing and sales functions.
This also means it can influence the marketing technology stack, and subsequently, these decisions can impact the performance of marketing channels, including SEO.
When organizations determine the technologies they want to use to build their stack, there are several different objectives and criteria that stakeholders look to satisfy.
Regardless of a stakeholder’s objectives, the overall objective is for the Martech stack to significantly contribute to the success and performance of the business, either directly or indirectly.
This happens directly through acting as a vehicle to drive customer acquisition and conversion or indirectly as a mechanism to improve operational performances.
What Is A Martech Stack?
A marketing technology stack (Martech stack) is the collective noun for an organization group of software, hardware, and tools purchased (or utilized) by the business to monitor and improve marketing performance, monitor and enable sales activities, and improve other business functions such as speed of order fulfillment through to errorless payment gateways.
Typical Martech stacks are compromised of software and technology designed to achieve different tasks and objectives such as:
- Data analytics tools (warehousing, visualization)
- CRMs
- Teamwork and project management tools (JIRA, Trello)
- Payment gateways & order fulfillment/dispatch
Anecdotally most Martech decisions are led by engineering and infrastructure teams, but influenced by marketing, sales, community, and C-level.
So why is this important to SEO?