There are multiple tools available for marketers today that they can deploy into their MarTech stack. However, it can be a tedious task to seamlessly integrate all the tools into one unified platform.
B2B enterprises that fail to ensure seamless integration between all the tools in their marketing technology stack will deliver a disoriented customer experience. Moreover, it will also reduce the organizations’ ability to accurately determine which presales strategies are helping them to drive sales and accomplish business goals. CMOs should consider implementing the best strategies to adopt the best tools and services available in the market that creates a perfect MarTech stack ecosystem that enables businesses to achieve their goals.
Also Read: Strategies to ensure MarTech stack success
The marketing leaders should be aware of the following challenges while maintaining a seamlessly integrated MarTech stack to optimize the customer experience:
Aligning the workforce, strategy, and MarTech stack’
Businesses are scaling at an exponential rate in this digital-first era, and there is a surge in the adoption of new technologies into their marketing technology stack.
But one of the significant challenges in maintaining a seamlessly integrated MarTech stack is that some tools were implemented out of desperate need. Moreover, the lack of skills to integrate and leverage advanced tools makes the process more daunting.
Most organizations are looking out for the latest technologies that offer quick fixes to their challenges. Such businesses will have many integration gaps because implementing the latest tools will not help to solve real business problems. CMOs should consider designing and implementing the best strategy and hiring skilled resources that are capable of aligning the specific business goals with the MarTech stacks’ capabilities.
Making the most out of tech stack integrations
As the MarTech stack, today has multiple tools, applications, and systems integration, marketing teams find it challenging to make the most out of all the tools available. CMOs that find such difficulties are exploring opportunities to make the most out of the marketing technology investments. As the marketplace for presales solutions is continuously evolving, it has made it challenging for the teams to keep the tech stack updated. Organizations that want to embrace an innovation-first approach to their marketing operations need to have an updated inventory of all the tools available on their MarTech stack. The presales tech teams should constantly explore the market to look out for new integrations launched in the market that can streamline the process. Enterprises need to ensure that they are leveraging all the robust integration tools that have all the cross-platform functionalities.
Also Read: Top 3 Ways to Optimize MarTech Stack Utilization
Silos in the presales and sales department
Enterprises that do not unify the sales and marketing on one tech stack will result in a wide gap in this department. Presales and sales teams working in silos will hamper the customer’s purchase experience because the teams do not have a holistic view of their customer lifecycle. Both teams are working in different departments, but both are working together to achieve the business conversion goals. The technology requirements of the presales, sales and after-sales teams would differ from each other, making it challenging for the marketing teams to ensure a seamlessly integrated MarTech stack.
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