Companies are moving to the self-service MarTech models – ensuring that the technology is being absorbed into the entire organization, rather than getting embedded or siloed in specific departments like IT.
CMOs globally, are moving from creating assets to owning and enriching the customer
experience. Brands are now considering the marketing world as “always-on” rather than just preferring closed campaigns.
Managing MarTech as a centralized service results in longer wait times in a queue for upgrades and changes, since it is often competing for attention with other teams in need of IT assistance, across the organizations. An absorbed, self-service MarTech approach can give teams improved agility and speed.
In today’s fast-changing world, higher tech adoption is assured due to the growing market
uncertainty. And, the benefits of the tech-adoption need to be distributed evenly amongst
departments rather than being trapped in siloes. The self-service approach helps companies to provide developers the freedom to create the latest ideas, often in tandem.
At MarTech, the top “8 Ps” of self-service MarTech applicable to all marketers are:
Perception: Does the MarTech solution allow for simple monitoring? When the parallel builders work with a common solution, this mechanism is needed to oversee the entire MarTech landscape of the organization.
Platforms: Does the MarTech solution allow other data sources or open apps to connect? This is imperative.
Partitioning: A modular design will help ensure that the mechanisms and strategies of different solutions don’t collide and work in collaboration smoothly.
Permissioning: This oversees the governance of following best practices, along with who should have access to systems.
The next four “Ps” focus more on people than technology:
Permission: Solutions should focus on empowering people to build and experiment.
Preparation: Enabling and supporting the team members to ensure that they get training on an ongoing basis and better comprehend what it is—and isn’t—working with continuous feedback loops.
Principles: Have rules in place, helps not only for regulatory compliance but also assure the principles of the branding are held up. This helps ensure that experiments truly benefit the mission of businesses.
Passion: Makes sure that the centralized ops team is on board and totally fired up to empower marketing’s technology initiatives.
Mere technology adoption is never self-sufficient to bring changes; ultimately, it’s the
innovation, passion, and management skills of the people that drive the results.