Last month a CMO emailed me a screenshot. It was a Google search for "Martech development services" and she had circled three of the top results in red pen. (Digital pen, on a screenshot. I know. Oh, the irony) Her question was a single line.

"Which one of these am I supposed to approach?"

None of them, as it turned out. But I understood why she was asking. When you Google that phrase right now, you get agencies pitching campaign microsites, systems integrators quoting discovery phases, and vendor-certified partners offering to configure the Salesforce or HubSpot or Braze stack you