In a digital economy saturated with tools, platforms, and buzzwords, assembling a marketing technology stack that genuinely supports business growth is no small feat. The Martech Handbook, crafted by the MarTech Alliance, offers practical guidance, clear frameworks, and expert insight to help you build a stack with purpose.

This comprehensive guide is not just a glossary of technologies — it’s a blueprint for aligning your tools with strategic objectives. From acquisition to advocacy, it places customer needs at the center of every decision.

What You’ll Find Inside

• Frameworks for stack design that scale with your business and customer lifecycle stages.
• Common martech pitfalls and how to avoid costly technology bloat.
• Evaluation checklists to help select tools based on function, integration, and value.
• Real-world stack models from successful brands, including B2B and B2C examples.
• Insights from leading voices in martech strategy, including Scott Brinker and Carlos Doughty.

Rather than focusing on the next hot tool, the book encourages a mindset shift: build systems that serve your customer journey first, and your internal metrics second.

Who Should Read This?

Marketers, technologists, digital leaders, and even founders will find value in this handbook. Whether you’re designing your first stack or optimizing a complex setup, it provides the clarity needed to make confident, long-term decisions.

The ebook also explores how cross-functional collaboration — between marketing, sales, IT, and CX teams — is essential to maximize ROI on martech investments.

Beyond Technology: Strategy and People

One of the standout messages is that technology alone isn’t transformative — alignment and process are. The book stresses the need for skilled people, governance models, and clear KPIs to make your stack truly impactful.

Get the Handbook

This isn’t just another whitepaper filled with theory. The Martech Handbook equips you with tools you can apply today, whether you’re mapping out your stack or leading a team through change.

About the Author
MarTech Alliance is a leading authority in marketing technology education, offering events, courses, and insights that empower marketers to succeed in a tech-driven world.