Happy New Year! I hope you had a wonderful holiday season. Ready to get to work?
We interrupt our series on the 5 disruptions to marketing (2018) to bring you these three resolutions for getting the most out of your marketing technology stack in the year ahead — along with specific ideas for implementing them successfully.
1. Rationalize your martech stack.
I love the term “rationalize” because the root of the word means to be rational. To rationalize your martech stack is to get more out of your best marketing technology tools — and to get rid of tools that you’re either no longer using or duplicate functionality that you have elsewhere.
As long as there aren’t compelling reasons to keep any so-called “duplicates.”
I put that last caveat in italics because duplication can be in the eye of the beholder. What a check-the-box-feature-list in an IT audit might consider to be a duplicate tool may not be viewed that way by the different teams that actually use those tools.
Having multiple marketing technology tools with overlapping functionality is okay if:
- There are good reasons to have those multiple tools, because they enable either better customer experience or greater team productivity in different use cases.
- The benefits of those good reasons outweigh the “costs” of having those multiple tools — not just their subscription costs, which are often modest, but the organizational costs associated with different data and different processes.
- Or those costs can be mitigated, such as by sharing essential data over APIs across tools to common repositories — DAMs, CRMs, MAPs — possibly using something like an iPaaS solution.
Nonetheless, even if you have “good duplicates” in your stack, you’re almost certain to find that some tools are just not being used or could be superseded by something better elsewhere in your toolset. Take this opportunity to clean those up.
(By the way, this same philosophy applies to old set-it-and-forget-it campaigns — which, by definition, you’ve probably forgotten about. I’ll bet you a carb-free lunch that some of those are no longer performing well, and indeed, some may be actually harming your brand with an outdated customer experience.)
A good way to go about rationalizing your martech stack is to visualize your marketing stack. It’s a great exercise — and, hey, New Year’s resolutions have to include some exercise — to uncover all the different tools in your martech stack and think carefully about the role they each play in your marketing organization.
Take inspiration from these 57 martech stacks from last year or these 12 org stacks that show how marketing technology fits into a marketing organization, or even these 41 marketing technology stacks from 2016.
Creating a single slide that illustrates your martech stack also serves as a clear way to communicate the capabilities of your stack inside your organization, to help educate everyone in marketing — and related stakeholders, such as IT and sales operations — on the technologies and processes you have in place.
(Want to give back some learning to the martech …read more
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