This is a great albeit crowded graphic of the marketing technology landscape put out by the smart folks at Luma Partners. Innovation is happening rapidly in the on-line marketing world and there are lots (and lots) of technology choices to support you strategy and processes. Let me reinforce that point – use technology to support your strategy and processes. This means having them in place prior to wading into the world of marketing technology.
Having been a VP Marketing/CMO in a variety of companies over the past 10 years, I understand both the priorities and pressures the marketing department faces. Build awareness, drive the sales funnel, demonstrate ROI, properly package and position the company/product. Starting with technology will only confuse the situation so understand what you are trying to do (the outcome) then choose the technology that supports you getting there.
We, of course, are excited to be on this landscape in the marketing automation category and, with our Nearstream offering, cover social marketing management needs laid out here.