In today's rapidly
evolving digital and technology landscape, senior leadership faces a daunting challenge: staying ahead of the curve while managing an ever-expanding suite of technologies (MarTech). As the marketing
function becomes increasingly intertwined with IT, and digital marketing becomes a fundamental part of companies, senior leaders/CMOs must navigate a complex ecosystem of tools and platforms to drive
company growth strategies.
The MarTech landscape has exploded in recent years, with the number of MarTech companies increasing by a staggering 7,258% over the past 12 years*.
This proliferation of options presents both opportunities and challenges for marketing leaders. While the right MarTech stack can significantly enhance marketing efforts, poorly implemented or
redundant tools can lead to wasted resources and frustrated teams.
To convince senior leadership of the need for new technology adoption, senior leaders/CMOs must first
address the reasons why MarTech often gets a bad reputation.
These include:
Purchasing products to solve isolated problems without considering the broader ecosystem
Investing in redundant tools
Inadequate training
Paying for unnecessary features
High setup
costs
Integration difficulties
Persistence of legacy systems
Building the right tech foundation requires a strategic approach. Start by setting clear marketing
goals that align with overall business objectives. Assess your current MarTech stack to identify gaps and redundancies. Research new and emerging technologies that could address your specific needs
but be wary of chasing after every shiny new tool. Prioritize investments based on their potential impact and feasibility of implementation.
When evaluating MarTech
solutions, consider the following tips:
Start small and scale gradually
Be realistic about implementation timelines and resource requirements
Prioritize scalability to accommodate future growth
Ensure seamless integrations with
existing systems
Involve internal teams and implementation partners
Test drive solutions before committing
Use data to
inform decision-making and measure ROI
To build a solid foundation, it's crucial to involve IT from the start. The lines between marketing and IT are
increasingly blurred, and collaboration between these departments is essential for successful implementation. Develop a cross-functional team that includes marketing, IT, and other relevant
stakeholders to create a comprehensive roadmap, and everyone knows their responsibility.
Remember that MarTech is not a one-size-fits-all solution. What works for one
organization may not work for another. Be adaptable and willing to adjust your strategy as needed. Set clear goals and key performance indicators (KPIs) to measure the success of your MarTech
investments.
Perhaps most importantly, listen to your team. They are on the front lines, using these tools daily. Their insights can be invaluable in identifying pain
points and opportunities for improvement.
Developing the right culture and strategy, aligning with IT, and focusing on solutions that truly address your organization's
needs, you can navigate the MarTech landscape and build a MarTech stack that drives real business value.
In conclusion, while the MarTech landscape may seem daunting,
it's not going away. By taking a thoughtful, strategic approach to technology adoption and building the right foundation, you can position the appropriate plan and get leadership buy-in. This will
help your organization to succeed in an increasingly complex digital world.
Otto Angulo is the Senior Director Digital Consumer Engagement, AtlantiCare. His LinkedIn can
be found here.
*source: chiefmartec.com
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