People and process are what successful business growth is all about. That, and agility. Add in technology and you should have all the tools you need.
But, according to research by Ascend2, only 9% of marketers have and use the marketing tools they need so there seems to be an anomaly here. Selecting and integrating the right tools is just the tip of the iceberg. What really needs to happen is a collaboration with the rest of the marketing team so that everyone is using the tools available to them in a creative manner.
Constructing a marketing technology stack is like putting together a puzzle. The trick is to find the pieces that work well for your marketing goals and initiatives. It’s not a one-size-fits-all solution – rather, think about each tool as part of a comprehensive wellbeing programme. When all the elements are added together, the stack can sustain, supplement and improve your campaigns.
Again, agility lies at the core of successful marketing tech: companies need to embrace the spirit of agile. Agile is about building up a data-driven DNA and making data-informed decisions as part of your day-to-day mindset. Allow curiosity and ideas to come from anywhere in the organisation, not just from the top down.
So, what are the five key steps to implementing a successful Martech plan?
1. Have a plan
Ask yourself what the problem is that you’re trying to solve. And what technology do you have at your disposal that will benefit your business? What do you and your team need to accomplish? Are there gaps in your processes and your reporting? Is there a gap between marketing and sales?
The plan also needs to look at ROI – be ready to argue your case for the cost and benefit along with how an increase or decrease in a person’s time will affect the business. For example, if the technology means that someone else can use their time on another project, you should be able to explain how the additional time will be spent. If the new technology requires additional budget, make sure you can demonstrate how you will track and report back on the ROI to the business.
2. Get buy-in
Once the plan is in place, you need to identify the stakeholders who will buy in to your ideas. Present the idea to more than one person to ensure alignment within teams and to reach an agreement on budgets needed.
It’s also a good idea to think about any opposition that may arise – and come up with thoughtful answers. A good idea is to be prepared with successful implementation examples from similar companies and with analyst recommendations or statistics.
Feedback is always important too. Ask for people’s input, listen to it and make sure they feel their input is valued.
3. Communicate your goals
Though you may have a clear understanding of what you are trying to achieve, others may not. It’s vital to listen to other people’s concerns, opinions and ideas. Someone else’s vision may help you discover a better option or learn something new along the way.
4. Implementation and testing
Implementing the technology is the easiest part but, once that’s in place, you have to ensure that anyone who interacts with it understands the processes and the reasons behind the processes.
Again, people are more likely to buy into something if they feel involved, so take the time to explain the reasons behind the new processes, listen to feedback and be ready to pivot when doing so makes sense.
But the project won’t be complete until you’ve tested every element of the Martech stack at every stage of the implementation. There may be things that you haven’t thought about – be ready to catch them and find a solution quickly.
5. Data is the key
Technology allows your data to be actionable – it enables you to pull data and reports so make sure you use every last bit of knowledge that you can extra from your Martech stack.
But don’t keep it to yourself – communicate the results in a manner that everyone can understand. And always ensure the results reinforce the smart decision you made – bringing on a new marketing technology!
At WoolfHodson we’re obsessive problem solvers united by a shared passion for delivering lasting change and value that sticks. If you would like to find out more about how we can enhance your marketing performance and improve business operations, why not contact the team today at firstname.lastname@example.org.