Marketing and sales leaders must intervene at various points of the new technology adoption process to align integration and training models if companies want to fully leverage their marketing and sales technology. Purchasing a new tool is only the first.
With the marketing technology industry expanding rapidly, businesses and marketing leaders continually look for better MarTech integrations or features to help them scale their campaigns and provide results more quickly.
The proper implementation of modern MarTech is crucial because it enables marketing and sales teams and other customer-facing teams to operate within a more beneficial digital ecosystem where all of the data of their customers and prospects is gathered in a unified system.
It is even more essential to promote stronger integration processes for marketing and sales teams that are geographically dispersed so that every leader has the proper access to the real-time insights they require to review and enhance campaign performance continuously.
Here are a few obstacles that can prevent any new MarTech platform from integrating optimally with an existing MarTech stack.
Also Read: The State of B2B Marketing – The Need for a Leaner MarTech Stack
Lack of Technical Expertise
Any new MarTech system must be properly integrated, which requires a certain level of technical expertise. Here, marketing leaders must determine the kind of profiles and skill sets they must employ to build their teams before considering introducing a new MarTech platform or growing their MarTech stack.
Businesses must work with MarTech vendors that will provide constant customer support to guide their new customers through the process, enabling marketing teams to successfully set up the system and integrate it into current MarTech systems.
Hiring the right people or upskilling employees at an early stage can be helpful for marketers who believe that improved integrations and better functionality will require a solid technical sense.
Ineffective Interdepartmental Adoption and Coordination
Silos can stifle potential business growth. Experienced marketing and sales leaders vouch for the outcomes attained when sales-marketing teams and other relevant departments are aligned through their internal sales tech- MarTech processes and systems.
To produce results, any new sales tech- MarTech system must be supported by better inter-team communication and cross-departmental collaboration.
Also Read: Leveraging a Modern MarTech Stack to Enhance Customer Journey
At this point, marketing and sales leaders should collaborate more about the new sales tech- MarTech system they are considering investing in while putting in place frameworks and processes that can quickly help the business migrate data, provide both sides access to marketing and sales data in a unified system. They must align processes so that the right resources can extract data points and present them as real insights in real-time to drive future growth.
It can positively affect future marketing and sales operations and drive the end-to-end consumer experience when leaders collaborate to create strong frameworks to safeguard their customer data while also driving marketing-sales activities.
MarTech and Salestech Skills Not Updated Regularly
The right marketing technology and strategy can drive marketing results, and the same principle applies pretty much to sales technology. To make this happen, however, marketing and sales teams must proactively update their sales tech- MarTech skills depending on the type of sales tech and MarTech platforms now in use. Teams that are considering investing in new platforms need to be given enough time to upgrade their use of MarTech/sales tech and become familiar with the new platform.
Although the principles of using MarTech and sales tech systems are basically the same, each platform has its own core features and offering that must be configured and used effectively by the teams using it if they are to drive actual growth.
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