Businesses today have become very agile, and to thrive in such a competitive edge, they need a robust MarTech stack to ensure business success.
Modern enterprises deal with humungous amount of data, processes, and intricate dependencies in their marketing operations. It becomes challenging for businesses to utilize the marketing tech stack to its fullest potential. To avoid MarTech implementation failures, CMOs need to ensure the budget spent on the marketing stack is optimized and generates a higher ROI.
Here are a few strategies that CMOs can consider to ensure MarTech stack success:
Effective alignment to journey orchestrations
It is essential for businesses, while modernizing their IT infrastructure they need to develop a similar work culture that embraces change. Developing an orchestration-centric enterprise needs content, data, and MarTech tools to deliver the right message to the right user at the right time and in the right context. MarTech stack’s capability to track, analyze, and deliver top-notch user experience enables businesses to define their success. Developing such internal capabilities cannot be integrated post-implementation. Hence businesses need to ensure that they consider this as an important aspect of their design process. CMOs should consider evaluating the marketing tech stack’s integration capabilities with the existing tools and operational processes to determine its success.
Also Read: Strategies to Bolster Application Program Interface APIs into the MarTech Stack
Determine the MarTech stacks capabilities against business needs
Organizations need to design Marketing Technology Maturity Models based on workforce and business capabilities. Opaque siloes exist in the marketing technology stack, which leads to the integration of additional technologies with similar features and challenges to the existing system. CMOs should consider evaluating the capabilities of the presales tools to achieve business goals to identify gaps in the process. Enterprises that are able to minimize the gap between the MarTech metrics and business metrics the most will enable them to get more visibility and help modernize the MarTech stack. Business leaders need to evaluate the void between the tech and presales workflows to develop a resilient strategy that overcomes all the barriers. Businesses need to shift the focus toward customer-experience-oriented workflows by reducing the gap between the presales and the IT teams. Because it is one of the most effective ways to make strategic changes to the marketing technology stack to scale the workflows.
C-suite should consider developing cohesive marketing, and IT teams to ensure the success of the MarTech stack.
Centralized cross-functional teams
Organizations that have centralized cross-functional teams will be able to personalize and automate at a scale to enhance the customer experience. Cross-functional teams unified with a robust MarTech stack will enable enterprises to improve customer outcomes by delivering a holistic customer experience (CX) at every touch point. CMOs should consider implementing workflows throughout that assigns ownership of CX to the cross-functional teams based on customer outcomes.
Owning end-to-end MarTech stack governance
One of the significant capabilities that ensure the success of the marketing technology stack is the governance policy throughout the IT infrastructure. Many enterprises have multiple tools, applications, and systems implemented into their tech stack to execute daily marketing operations. Enterprises need to have effective governance policies right from strategy to execution to ensure scalability in the process. Enterprises today expect the strategies to be owned by them and leave the execution up to third-party marketing agencies. Setting effective information flow throughout the entire MarTech stack without hampering compliance will help enterprises to ensure success.
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