The Martech Handbook: Build a Technology Stack to Attract and Retain Customers

To anyone implementing mar-tech. It’s a practical guide. It kind of tells you what you must and must not do.

Well structured text book to introduce the basics categories and uses of marketing technology. Used with marketing apprentices.

It's good book. I wished the author digged a little bit more on each areas of martec. May be next edition.

Its a great book on a really important area of marketing that is often overlooked. In todays heavly tech laden environment the strategy of the technology is so important to makeing the marketing actually work. this book does a great job of laying out the structures and principles needed to make martech work.

Definitive and comprehensive in its scope. Darrell Alfonso puts in a scholarly level effort in covering all things MarTech. He captures all perspectives and interests are covered in this guide. This book provides great value for the business professional, marketing guru, and technologist alike.The flow is well structured in how it starts at core concepts and builds upon them. The chapters resemble textbook entries as you might expect. Yet still engaging thanks to the simple examples, graphics, and explanations provided. Alfonso provides great frameworks for every step in your MarTech journey. The deep dives into each framework provide variations for each individual scenario.Alfonso’s chief differentiator is linking the technology, a purpose, and business value together in each section. Leaving the reader with a strong grasp of the WHY of MarTech along with the advanced concepts. Alfonso’s explanation of the WHY is really about asking the right questions at every juncture.

The book gives us a good sense of the different categories of MarTech tools when it was published in 2022. There are two challenges with writing a book with this board of scope: (1) how do you implement all of those tools to be relevant to the reader's sales and marketing motion in their respective industry? and (2) do the tools still hold the same value proposition listed at the time of publication?It's a good read if you're just getting into Marketing Operations or you're onboarding a new hire in this space in the early 2020s. However, there are several chapters of pure product listings, features, and benefits that won't age well. These chapters could be easily replaced by just directing the reader to G2, Capterra, or another software review site to see the latest products for the readers respective needs.To be fair, you could make the same critique of all MarTech books written before the rise of AI-infused content creation and campaign management. Undoubtedly, future editions should address these issues, but it's worth understanding what this edition does and doesn't offer today.