Martech is easy, people are hard!
The maturity curve, complexity and time
Many people perceive Martech as hard.
The problem is not the technology, it’s the understanding. And understanding comes down to people.
According to a recent report, the rise of technology is proving a major headache for marketers, with over three quarters saying that martech has actually made it harder – not easier – for them to personalise experiences for customers. 84% admit they can’t get marketing technologies to work cohesively.
The technology continues to evolve at pace, gathering momentum, providing advancements that can help track, analyse and report in a way that could only be imagined even five years ago. ‘Martec’s Law’, described as the greatest management challenge of the 21st century, perfectly encapsulates the challenge: Technology changes exponentially (fast), yet organisations change logarithmically (slow).
How do we overcome the barrier to change and understanding, and cut through the complexity and confusion? The important thing is to have a long-term strategy and focus. Understand the why. Why have you chosen this for your business and what is it you are trying to achieve with it? This includes marketing automation, CRM, CMS and website. Also, what is your asset management strategy? What is your content publication strategy? How are you managing your data? How are you capturing data and augmenting it?
Design a practical framework and effective plan to work from and ensure that you have the right people and team structure in place to deliver the strategy. Things need to be stitched together in a coherent way while understanding what the purpose is – look at and know the purpose is of your martech. Skills are everything, and if necessary, invest in training or even outsourcing industry specialists to achieve the desired outcome, whilst considering the impact on the members of the marketing team.
While doing all of this, be sure to engage your wider stakeholder team in the process of determining the right option for your business – and the rationale behind that decision. That way you are not only improving your operational foundations, but you are increasing awareness and educating your teams at the same time. That will speed maturity in the longer term.
The digital maturity curve requires constant and ongoing change – in this fast-moving digital world people have to move faster along it, and as they move faster along, there’s a danger that the foundation gets lost; change and maturity is qualified in terms of inputs rather than outputs.
The measurement of the ability of an organisation for continuous improvement in a particular discipline is the point where you start to get real ROI. Don’t get stuck at the first hurdle, due to complex martech and the need to meet deadlines.
Consolidation and better design will move you forward much more quickly than bolting on new technology. Getting your house and team in order is key. Taking the time to review this now will stand you in good stead for the future.