Marketing Tech Pillar 3
Figure out how to make it accountable.
There’s nothing worse than a technology that, after it’s implemented, doesn’t contribute to the bottom line, or even becomes a drag on your efforts.
This gets back to our first point: Whatever technology you choose to invest in, it must contribute to your overall strategy in a measurable way. And you need to identify those metrics, collect them, and define how they relate to the other systems and metrics you’re using to evaluate your marketing.
Measurement and evaluation are as important, if not more important, than anything you consider before choosing a technology.
Marketing Tech Pillar 4
Make sure you have the people to make the technology work.
In the old Schwarzenegger movie Conan, they called it “The Riddle of Steel”: The sword is nothing compared to the hand that wields it. Well, the same goes for your marketing.
No technology you install is more important than the personnel who are going to work it. Before choosing the technology, you need to figure out if you have the people in house to use it, or if you have to bring someone in.
If you’re going to bring someone in, are you looking at consultants or new hires?
Do you or other managers have the understanding of this technology to tell if it’s being used correctly?
If not, you either need to find a way to get that understanding, or hire talent at a higher level.
As you’re starting to hear more about new technologies like the Internet of Things, Periscope, Tinder or whatever is catching your eye, remember these four pillars for a successful martech strategy, and you’ll be on a solid base.