WHITEPAPER Shadow Analytics: What It Is and Why You Can’t Afford to Leave It Unchecked © 2020 Progress. All Rights Reserved. 2 Executive Summary “Martech” is the intersection of marketing and technology. It refers directly to the software that marketing teams use to do their jobs and, more broadly, to the corporate initiatives around marketing data, programs and goals. Martech, then, is the blending of tools and technology that help marketing teams achieve their goals and objectives. Done well, martech tools improve collaboration between the marketing team and disparate corporate departments like sales and customer support. Marketing workflows run smoothly, and teams collaborate for more effective campaigns, generating better quality leads and new opportunities for sales. Unfor

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