When the first Lumascape was shared by Luma Partners in 2010, it listed a few hundred marketing technology companies. The latest version shows nearly 5,000 brands, now in an epic struggle to stand out and be part of the mission critical tech stack of modern marketers. Clearly, not all of these brands will make the cut as increasingly sophisticated practitioners seek out a handful of tools that will yield the ultimate triumph–measurably effective spending of marketing dollars. In part 2 of my interview with Receipt Bank Chief Marketing Officer Eric Eden, we dive deeper into the challenges of budgeting and staffing for your foundational tech stack as well as additional tools he’s deployed of late. Most of all, you’ll see that you need to approach this with precision, recognizing that none of this software runs itself and that a wide range of expertise is required to optimize performance. If you missed part 1 of our interview, click here. Continue reading at AdAge.com

Source: AdAge Digital Building your b-to-b tech stack, part 2: It's not for beginners