A year from now, when executives start looking at utilization metrics and ROI, you might end up wondering what you thought during your martech shopping spree.Simon Sinek’s advice for organizations also applies to technology stacks.
When deciding what to include in your marketing stack,
start with the why. Why are you building this stack? What is the larger business goal that the marketing team is trying to achieve?
Strategies don’t need to be complicated. Having saudi arabia phone number data a clear idea of your goals is a good starting point. Build from there.
If your organization has a dedicated team, review their existing goals, strategies, and challenges. This will give you a rough idea of which processes and policies can be automated.
Remember that your why will evolve as you grow and face new challenges. You will need to periodically revisit the “why” behind how does b2b marketing differ from b2c marketing? your martech stack architecture to keep it relevant to your business goals.
Consider your “competency stack”
The technology you choose is an important part of your overall strategy, but it is only one part. Another often overlooked part is the capabilities within your organization to set up, maintain, and build upon the technology you choose.
If you build a solution so complex that you b2 c phone list rely on specialized (and expensive) resources or outside vendors to maintain it, you may end up making your current problems worse.
With no-code technologies now becoming more popular, the power that marketers have is growing exponentially. Teams with the required marketing skills can easily build complex and detailed solutions without having to wait for developers and technical teams to assist them. Gone are the days of having teams that can’t keep up with the rapidly changing technology landscape. It’s critical to assess your current capabilities and bridge the gaps to be able to optimally implement and extract value from your martech stack.
Building your stack size too large
A third aspect that is often overlooked is how the requirements in the stack will evolve in the short to medium term.
No one knows your business like you do. You know what you want to achieve in the next 2-4 quarters, but the outlook for the next few years is less clear.
No technology vendor can claim that they understand your processes and challenges better than you do. Even five years from now, they can’t claim to know what’s going to happen in their own space.
In today’s rapidly evolving technology landscape, there are no “forever” tools you can commit to or build around. Look for tools that make it easy for you to achieve your current goals and can scale to meet your future needs. Build your martech stack so it’s flexible and agile.
Build a stack to delight your customers
We start this discussion with the why. We’ll end with the biggest reason your stack needs to be effective – your customer satisfaction. The technology stack, feature stack, and culture you create should ultimately serve the purpose of driving customer satisfaction at every touchpoint.