Led by Dave Scott, Director of Global Marketing, @TwitterBusiness, and Luanne Tierney, CMO, Head of Global Marketing, Open Systems

Libby Loskota
Dave Scott
Luanne Tierney
Luanne Tierney

Common Challenges:

  • Does Quantity Equal Quality?
    • Do I have fewer tools with broader functionality or more tools with greater specialization?
    • Technical debt – Do I take the time to fix what we have or add new?
    • Fractured approach rather than investing in the buyer journey?
  • Team and Growth
    • Moving from business athletes to specialized approach while not creating silos.
    • Finding the right talent that has traditional marketing experience along with digital marketing experience
    • How to not isolate operators who might not have the same social skills.
    • Sales or frontline not understanding what technology can do for them; the need to sell internally to drive automation
  • Decision Making Process
    • How do you choose what makes the shortlist and what doesn’t?
    • Standardizing the decision process when evaluating technologies
  • Justifying the Value
    • Educating the executive team on the value of a proper tech stack.
    • Qualifying why to update legacy system and how to get the resources to do so.

Recommended Solutions:

  • Evaluation Criteria – Consider using a “techno-graph” when deciding whether to optimize your existing stack or add new tech. Choose a competitor or other companies with the same customer journeys that you admire.  Then look through the code to see what technologies they are using on their website. This approach might help you to qualify why you need additional tools and spend.
  • Figure out the problem you are solving. Identify the top 2-3 technologies that solve that problem and then go out to them as opposed to letting them come to you and fielding the barrage of inbound tech inquiries.
  • Designate a dedicated solutions architect to evaluate the solution. Bring sales ops and marketing ops together.
  • Identify what features of the technology you care about, as well as the ones you don’t. Don’t get allured by the shiny objects that don’t solve your root problem.
  • Team – Build out program management team (retention, customer marketing) along with a performance marketing team (prospects and suspects). Two separate marketing disciplines because there are two different journeys.
  • Data – Invest in data scientists as you focus on the buyer journey. You can invest in all the marketing tech you want, but if you can’t pull the data to drive business impact, the tool will fail. The amount of technology you own has to be directly equal to the amount of actionable data you can pull from it.
  • Universities are offering data analyst solutions, short term 6-week programs to continually educate your team. Leverage this to establish a learning curriculum
  • Adoption – Create a small team for piloting and testing new technology to become evangelists as you roll out to the large team to drive adoption.