PRAGMATIC APPROACH TO MARTECH INVESTMENTS

5 KEYS TO BEING PRAGMATIC WHEN MAKING MARTECH DECISIONS

GROWTH OF MARKETING TECHNOLOGY LANDSCAPE OVER 7 YEARSThe marketing technology landscape has seen an explosion in the number of software applications available to over 5,000 in 2017.

ACCELERATING WAVES OF MARKETING TECHNOLOGY▪In most cases, marketing technology investments have led to creating more

silos versus an integrated approach.

▪Marketing data is now even more spread and disjointed - the 360° view of customers seems as elusive as ever - demand centers and marketing operations are busy stitching the technologies together and not focusing on driving marketing results.

5 KEYS TO BEING PRAGMATIC WHEN MAKING MARTECH DECISIONS

1.Do You Really Need It and What Results Will It Drive?2.Is It A Natural Fit to Your Current Martech Model?3.What Is the Total Cost of Ownership?4.Is It Worth the Investment and Journey?5.How Does It Integrate and Provide Additional Value?

It is most important to make a well informed decision before introducing a new component in your marketing technology stack. Some questions you should ask yourself:

MARTECH DECISIONS:

• How are you doing what the new application enables in absence of it? • Is it really going to have a compounding impact on results or does it simply

automate something being done manually and help scale it? • Or its it going to enable and introduce a new marketing channel or approach? • What new or difference in results do you envision and how are you going to

track those results?

1. DO YOU REALLY NEED IT AND WHAT RESULTS WILL IT DERIVE?

MARTECH DECISIONS:

• Does it fit in the stage of Martech maturity your organization may be in and is it the next logical step in the right direction? Every organization that is serious about marketing needs to have a Martech roadmap that is strictly controlled and governed through defined processes.

• Any changes to the Maretch roadmap need to go through an evaluation process, a change control process and proper implementation procedures.

• Remember, it is technology, so needs to be treated like tech. If your marketing team does not have enough tech-depth, consult your IT teams or a consultant.

2. IS IT A NATURAL FIT FOR YOUR CURRENT MARTECH MODEL?

MARTECH DECISIONS:

• What would you need to change in your current environment to introduce the new technology?

• Realistic evaluation of the total cost of ownership for making the introduction successful in terms of direct purchase price and indirect cost (time and effort, external consulting services, opportunity cost) is important to avoid frustration and friction down the road.

3. WHAT IS THE TOTAL COST OF OWNERSHIP?

MARTECH DECISIONS:

• Done right, what value would the new addition add to your marketing ROI and process improvements?

• An easy way to determine this is to make sure it is in line with your organization’s goals.

4. IS IT WORTH THE INVESTMENT AND JOURNEY?

MARTECH DECISIONS:

• How will you access and integrate data from the new application into your comprehensive marketing process? Will the data from the new application add valuable insights that could help your organization get better at marketing? This is an often ignored but most important factor one should have in mind when making a decision.

• If the new technology cannot be properly integrated into your environment, it is likely that it will not yield the desired results. With increased focus on attribution-based ROI, it is extremely important that the impact of marketing technology and what it enables can be rightfully tracked against a customer’s journey.

Reference: https://www.grazitti.com/blog/pragmatic-approach-to-martech-investments/

5. HOW DOES IT INTEGRATE AND PROVIDE ADDITIONAL VALUE?

ABOUT GRAZITTI INTERACTIVE

• Grazitti Interactive is a global digital services provider leveraging cloud, mobile and social media technologies to reinvent the way you do business. We have strategic partnerships with technology pioneers like Marketo, Salesforce.com, Alteryx, Adobe, Optimizely and Jive. We combine these platforms with our innovative approaches to provide effective solutions to our clients. Doing this has allowed us to help hundreds of companies to transform their business and save millions. To learn more about our services and solutions, reach out to us

at info@grazitti.com.

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