In today’s digital economy, brands heavily rely on marketing technology (martech) solutions to quickly scale and deliver personalized customer experiences. But with almost 10,000 martech solutions to choose from, navigating this complex landscape can feel like solving a giant puzzle. That’s why many businesses turn to external martech service partners for strategic advice and assistance in deploying, integrating, and optimizing these solutions.

But how do you find the perfect partner to help conquer the martech maze? And how can you guarantee a successful and fruitful partnership?

To shed light on the martech service partner landscape, Acxiom teamed up with international research and strategy agency MTM, surveying 200 business decision-makers across the UK and the US. We’ve compiled our findings in an insightful eBook, How to Pick a Martech Service Partner, which delves into current approaches to martech service partnerships, the opportunities, and challenges they present, and the secrets to ensuring a winning collaboration.

Martech service partners offer an unparalleled understanding of the broader martech landscape, enabling brands to pinpoint solutions that will achieve their long-term goals. A successful martech service partnership can be as valuable to a brand as the solution itself, ensuring that investments deliver on their promises and enable exceptional customer experiences.

Here’s a sneak peek at what our guide covers:

The Diverse Martech Ecosystem 

External martech service partners offer a wealth of technical and marketing expertise, guiding brands in creating tech stacks that align with their marketing and business objectives. Our survey unveils that brands typically collaborate with large management consultancies or companies specializing in specific technologies or solutions. On average, brands partner with three to four service providers, each catering to different technology platforms, martech areas, or stages of the tech lifecycle.

Martech Budgets & Partner Selection 

With nearly half of martech budgets dedicated to service partnerships and a predicted increase over the next 12 months, choosing the right partner is paramount. The decision-making process can be challenging, involving multiple stakeholders with different priorities. Brands seek partners with technical certifications, industry experience, and a company culture that complements their own.

Overcoming Obstacles in Martech Partnerships 

Despite a rigorous selection process, martech partnerships can still encounter challenges, like early configuration mistakes or implementation delays. Collaborative success hinges on both brands and partners proactively addressing potential hurdles. Brands value partners who help them grasp their current and future martech needs, empower their teams with essential skills and provide trusted advice and support throughout the partnership lifecycle.

Acxiom’s Seven Key Pillars for Martech Success 

Acxiom has identified seven critical pillars for success to help brands ensure the effective implementation and ongoing prosperity of martech investments. By understanding how brands approach martech service partnerships and the challenges they face, brands and partners can join forces to future-proof their relationships.

Our eBook also spotlights our own powerhouse partnership with Salesforce. Combining our expertise in decision and customer intelligence with Salesforce’s world-class CRM and marketing cloud solutions, we help brands harness the power of data-driven insights and customer-centric technology. Don’t miss this chance to peek behind the curtain and see how two industry leaders work together to make martech magic for their clients. Ready to conquer the martech maze? Visit our website and download How to Pick a Martech Partner. Embrace the ever-evolving world of marketing technology and unlock your brand’s full potential with the right martech service partner by your side.