The marketing team has become the primary user and owner of technologies —working to quickly stand up solutions that meet the needs of today's consumers. This change in ownership has shifted how marketing and IT work together.

The martech budget baton has been passed from IT to marketing, where there’s a new area of control to restructure or build a modern customer-centric tech stack that has the speed and agility needed to support the kinds of use cases that customer experiences demand.

In this guide, you will learn:

• The new working relationship between marketing and IT
• Components of the modern tech stack
• Creating a common data layer
• Variances of the tech stack across industries and sales models