how quickly martech turns into war-tech among teams by beki scarbrough

How Quickly MarTech Turns Into War-Tech Among Teams

BEKI SCARBROUGHExecutive MarTech & Demand Gen Advisor

@rascar_19

’’It ain’t what you don’t know that gets you in trouble.

It’s what you know for sure

that just ain’t so.-Mark Twain

“

arTech

MWYet 1/3 Expect A Budget Increase

IT Spend Steady YoY

Source: SpiceWorks 2016 State of IT

Yet Marketing Tech Budgets Remain Flat & Under-Funded

Most Point Solutions Cost Well Below Need for Exec Approval

Need Trumps Protocol EVERY TIME

• 2/3 of Marketers Expect Budgets To Increase

• Marketing Tech CAGR: 9-12% Depending on Analyst

• Mobile App Demand Outpaces IT Resources by 5:1

The Annual “We Have to Rename it Back Team”

Shiny, New, Nothing Like What We Have, Gotta Have

Quiet & Dangerous:The Back Office

ISV: Can Integrate Tall Buildings with a Single

Finger

Those Folks Who Make What We Sell and Need it

NOW

Webs Development (Not Even Close to One Team)

$

Hero

Survivor

Elusive: Never seen at a meeting

Doesn’t know a lead from a leash

Tallest only person in the room

Stays up all hours if something isn’t right Finds the issues before the alert goes out Protects integrity of Customer Experience

over own reputation Wants Advancements Based on Merit

Priorities determined by boss not goals

Shifts focus week to week

Doesn’t believe new ideas until boss agrees

Camo Contributor

Stop Killing The Admins• Many experts without expertise• Top admins have zero free time• Majority of MarTech problems are

100% avoidable – Communicate!

Blueprints Are Evergreen• Quarterly Reviews of Tech Stack • Add Area for Testing New Tools • Have Cost, Purpose, Integration

Cheat Sheet for each tool• ‘New’ Does Not Equal ‘Need’

Sorry CMO, It’s Your Fault• Stop enabling the silos • Changing R&R is NOT OPTIONAL• Multi-department orgs cause

majority of political issues

Customer Experience Council• Not named after any department • Includes all customer-facing and support

teams • Tiers of participation based on subject

matter expertise • Includes CRM, eCommerce, Web, MAP,

etc

Stop Killing The Admins• Many experts without expertise• Top admins have zero free time• Majority of MarTech problems are

100% avoidable – Communicate!

Blueprints Are Evergreen• Quarterly Reviews of Tech Stack • Add Area for Testing New Tools • Have Cost, Purpose, Integration

Cheat Sheet for each tool

Sorry CMO, It’s Your Fault• Stop enabling the silos • Changing R&R is NOT OPTIONAL• Multi-department orgs cause

majority of political issues

Customer Experience Council• Not named after any department • Includes all customer-facing

departments and support teams • Tiers of participation based on

subject matter expertise

Psychic Employees Are Cost-Prohibitive

Inform Ask Align