Description
Darrell Alfonso is an award-winning Martech leader, influencer and speaker with 15 years’ experience managing marketing technology at startups and the world’s leading enterprises. Based in Irvine, California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. A frequent keynote speaker and contributor to industry publications, he was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion. He is also a marketing instructor and was previously VP of Communications at the American Marketing Association. Chapter – 01: Introduction – The rise of marketing technology; Chapter – 02: The business need for Martech; Chapter – 03: Key categories of Martech; Chapter – 04: What is a Martech stack?; Chapter – 05: The framework for effective Martech stack design; Chapter – 06: The core business systems and platforms for every marketing team; Chapter – 07: Identifying value-add marketing platforms and tools; Chapter – 08: Principles for robust and scalable Martech stack management; Chapter – 09: Martech measurement, monitoring, and governance; Chapter – 10: Getting buy-in; Chapter – 11: Continual improvement
