e steps to building an outstanding marketing technology function

Marketers are using less and more of the capabilities of their martech stack. Gartner’s research shows that only 42% of the potential of the stack is being used, a shocking drop from 58% by 2020. Paying for resources that are not being used can be costly. A lack of user satisfaction is also present.

In this context, Gartner’s principal analyst Tia smart described how to create a focused, efficient martech function which can make the most of technology.

1. Preparing for the event

Three steps are required to get your martech on track.

• Identify product owners and daily users of the solution.
• Check the stack to see what’s available and what’s being used.
• Then, proceed to the next step.

Smart says it is important to clearly define the roles of staff. Is this person an everyday user who can provide you with honest feedback? Or is this a product owner based on specific products such as Salesforce or Adobe?

The audit should also be aligned with the business cases. Is the tool being used for its intended purpose or not? This will help you decide what steps to take next,” she said.

2. Develop a robust road map

The times have changed. In the last 12 months, the preference has shifted from best-of breed stacks to integrated suites (60 to 25%).

Both approaches have their challenges. Marketers find that the integration and configuration of integrated suites can be difficult, particularly if they were built through a series independent acquisitions. It’s hard to find and retain talent that can handle multiple point solutions.

Dig deeper: Marketers require a platform that is unified, not just more standalone tools

Smart said that the biggest reason for the move to integrated suites is that marketers do not have the right talent and have trouble integrating their martech ecosystems. I believe there’s an impression that an integrated suite will solve some of these challenges and complexities.

It is important to decide whether you want to integrate suites first or choose the best of breeds. Next, you will need to create the roadmap.

• Determine the business needs, and then determine what marketing technology is needed to meet those needs.
• Create a road map to fill in the gaps (and eliminate duplication and waste).
• Share the roadmap with stakeholders.
• It is not a “one-and-done” thing.

Smart said that the martech function will not fully commit to an integrated suite or best-of breed approach. She said that understanding the balance is key. “You will need to blend it, but what is your main focus?”

3. Filling the Talent Gaps

You have four options to consider.

• Existing talent who understands your business and its requirements should be developed and utilized.
• IT Support: Get help from IT
• Consultancies and agencies are able to provide you with the services that you require.
• Hire new talent.

These approaches are not without their challenges. IT might have limited capabilities, outsourcing is expensive, and there’s an acknowledged talent shortage.

Last but not least, you should pay attention to your users. Sometimes marketers are so focused on technology that they overlook the people who will be using the tools. Burnout is one of the main reasons for leaving a company. Making sure your team doesn’t get frustrated by the tools can help you overcome some of these problems.

The first MarTech article to appear was How to build a three-star Marketing Technology function.