Your Marketing Tech Stack – Who Does What and Why – Lessons of What Works
Marketing tech isn’t just about choosing the right tool and buying the license, it’s also about having the right people in place and ensuring buy-in across your organization to have the greatest success.
Eric Eden, CMO, Receipt Bank, led The CMO Club Virtual Roundtable, Your Marketing Tech Stack – Who Does What and Why – Lessons of What Works,where he discussed the best tools to use and the best ways to use those tools.
“When you have so much choice, you really need to be careful about what you choose,” Eden said. “Identify the tools that are really needed for your goals.”
Understanding your needs is the first step in sorting through all of the systems that are available today and choosing the best systems. Don’t be distracted by what Eden called “shiny objects,” there may be exciting ideas out there, but determine if they really serve your goals.
Once you’ve chosen your tech stack, remember, “success is at the intersection of people, process and systems,” Eden said. Some of these systems can be expensive, making the license purchase about one-third of your equation. But it’s important to also have the people with the expertise to run and manage the system, Eden pointed out. And finally, it’s important to implement the necessary processes across the sales and marketing teams to ensure success….