The Martech Stack Paradox: Why Marketing Operations Needs Optimization, Not Just Expansion

At the start of 2024, many industry experts expected marketing tech stacks to shrink due to economic pressures, vendor consolidation, and CFO-driven budget scrutiny. However, as Scott Brinker’s latest ChiefMartec article highlights, the reality was quite different: 📈 Tech stacks actually grew by 2.2%💰 SaaS spend surged by 9.1% This trend isn’t just about companies…