Simplify your Martech stack, it makes sense to streamline
It’s COVID-19, and it’s here to stay. The new normal, the new workplace, the new life.
And one of the main things that has become very apparent in martech, is the need to simplify.
There is too much technology, too many processes and it’s too complicated. While we look set to work remotely for the long-term, maybe even forever, it’s important to keep things clear and concise. Marketeers will be remotely collaborating with many internal departments, including IT, legal, PR and procurement, so there is a real requirement to have streamlined and smart communications between all parties.
The key insight here is purpose; ensure you are very clear of the purpose and requirement for any technology before you introduce it to your environment – then you will develop it in a rational way.
We often talk about shiny new toy syndrome. In the current climate it would be easy to reach out and grab all the technology that you can, within your budget, that can to help you achieve your objectives in what is a very competitive climate. Don’t. It’s never more important to stay true to what you actually want the technology to do. What’s more, having less will make you more efficient, cost effective and lean.
Look at your current technology stack. How complex is it? Is everyone in the team actively using it? Does everyone understand it? Many capabilities will exist within your current technology stack that will do lots of interesting (and convoluted) things. However, many users get stuck at the basics due to there being too many bolt ons. Think about using this time productively to enable everyone in the team to fully understand and become educated on what martech you already have in place and what its capabilities are. Consider onboarding some training.
Define a model that suits your business and make sure it lives beyond a piece of paper. Ask yourself what data are you trying to collect? What technology is best placed to capture, process and store that data? What do you want that data and how does all your data need to connect together?
Overall, it’s important to focus on clarity rather than consistency. Clear governance will provide decision gates for future technology requirement; clear ownership of both the whole stack and individual technologies will ensure developments and updates are realised and thus functionality is optimised; and realising the need for identification and sharing of best practice – internal and external – will ensure the organisation is always learning and constantly pushing forwards in terms of maturity.