Follow these three steps to navigate the ever-evolving MarTech landscape:
1. Build a Solid Foundation
It’s critical to have a few core solutions that represent the foundation of your ‘house’. A good way to think about this is to understand what will be your source of truth or system of record for your key functions. For many companies, this is often your marketing automation systems, customer database/CRM and content management system (CMS) .
2. Understand Where You Are and Where You’re Going
You need to know what the current state of your business is and where you plan to go. The majority of businesses are trying to grow–so make sure you consider this as you evaluate new solutions. It’s critical to think about tools that will grow with you, so you don’t have to rip-and-replace every other year.
3. Avoid a ‘Frankenstack’
Some of you might have seen what’s commonly referred to as a “Frankenstack”, a set of individual siloed tools that an organization tries to get to work together and ultimately results in a hot mess. It can happen to the best marketers, and it often happens because of rapid growth and a lack of planning or impulsive decisions (“Hey we can use it here!”). It is painful for IT, and it is painful for marketers. When this occurs, it is often more time consuming and expensive to fix. The key here is to have a plan, involve IT, and be honest about the resources you need to maintain and manage the solutions.