But while understanding how to build and manage a solid marketing technology stack is an important part of marketing in the modern age, it’s only one piece of the puzzle. By itself, marketing technology is not a panacea.

Harnessing the potential of this technology requires developing new organizational capital: new organizational structures and processes, new skills and talents on the marketing team, new management approaches to operating in a fast-paced digital environment — even new elements of culture and philosophy to truly “be digital.”

Wrangling the technology is easy in comparison. Figuring out the right organizational capital to build — and actually building it — is the real challenge.