Who is responsible for marketing technology in your team?
The marketing profession is constantly changing. This is part 4 in a series of articles about Marketing Technology, also abbreviated to MarTech. In the previous articles, we looked at what a MarTech stack is and whether there is any value in it for a marketing department. This time we take it a little further:
Congratulations! You as a marketing director or manager have made the decision. You and your team want to get started with a MarTech stack. Or better, you’re going to ‘stack’. But who is going to do it? The whole team, you, a single employee? Or are other solutions possible?
You probably recognize this …
I remember well how, in my time as a marketing director, the communication coordinators had to immerse themselves for a part of the day each time we sent out an external message. It had to be adapted and posted on all platforms, such as the intranet, an extranet for the retailers, the narrow casting system, the various social media and in different forms on our own websites. It kept the marketing coordinators quite busy. Too busy even to perform marketing tasks. It should be easier, I often thought.
Wouldn’t it be good if….
Imagine you are the marketing leader of a team between 10 and 30 employees. You work with various digital marketing tools:
E.g. Coosto for social media reputation monitoring, Google Adwords, Hubspot, Mailchimp, Google Analytics for measuring the results and some other. A beautiful set that you would no longer want to work without.
Marketing technology enables a team to create marketing campaigns that are automatically tailored to the customer group or the personas of the company you are working for. It allows you to find new sub-segments and to achieve the ultimate goal: to directly influence the behavior of potential customers. And also, to measure all results and make real-time adjustments. Moreover, the MarTech tools help you with fantastic reports that convince the CEO and the peers in the management team without any struggle. As the proverbial icing on the cake, they show that all the glorious sales records are the result of your team’s efforts.
Welcome to the marketing paradise, or ecosystem
The above sounds almost too good to be true. Still, you might have wondered how you can come to such a marketing Nirvana in which all your MarTech tools work together flawlessly. Especially when you consider that, according to Boardview research, an average marketing team uses about 18 different tools. More than you probably thought. The key word is integration. Most successful SaaS (Software-as-a-service) marketing tools can do one thing well. Mailchimp is good in e-mail campaigns, Trello is to manage tasks and Twitter is for … uh Twitter.
As a marketing department, you want to manage your technology stack as an eco-system of connected apps. The great thing is that this is possible through the use of a workflow integration platform. Examples are Zapier, Automate.io, Mulesoft or IFTTT. With an integration platform you make a blueprint of actions that you otherwise would have to do manually every time.
The definition ‘ecosystem’ is not only applicable because it involves many different marketing tools. It also means that you have to see your system as something that grows and flourishes. You adapt it when the goals of your company or team change, when the competition takes a step or when other external factors force you to move in a different direction.
In order to realize or optimize an ecosystem of digital marketing tools, a scrum-like way of working is the only way forward. It is an illusion to assume that it is possible to achieve a fully functioning marketing technology ecosystem in one step. Software development, digital tools and marketing tools simply become better when we collect feedback from users, identify points for improvement and realize them.
Based on today’s insights, the marketing team initiates new developments. It is best if in – for instance biweekly – sprints, new tools are added, new workflows are introduced and existing flows are improved.
Now the next question arises. Who will maintain the ecosystem?
The endless discussion: Is ‘Ferris Bueller’s Day Off’ an essential classic?
It is a well-known example of an endless discussion: Is ‘Ferris Bueller’s Day Off’ an essential classic movie or not? You can go on forever about it, but at some point, you just decide: “to me it is (not)”. Similar you, as a marketing director, are not waiting for endless discussions in your marketing team about who is in charge of maintaining the ecosystem. It is therefore good to agree at an early stage who is the appointed specialist or officer, who ensures the ongoing ‘deployment’ of new components in the digital marketing ecosystem?
These are the options:
- Different persons have a ‘technology deployment task’ in addition to their normal tasks.
- One designated person in the team is solely responsible for technology deployment, a so-called Martech manager.
- External purchasing from a MarTech stack support agency.
The answer to which of these three options is best depends heavily on the situation of the marketing team and the company. Example factors that influence the choice are the size of the team, the degree of maturity of the marketing automation, the strategy, knowledge in the team, strategic objectives and the availability of a suppliers.
In essence, the answer lies in how you, as a marketing manager, want to deal with the resources; “Time”, “budget” and your “team”. In my experience as a marketing manager I have always used a simple rule that also applies to this question. It makes a team the most efficient and effective. The rule is as simple as it is effective: “Let marketers be marketers.” In a general sense, it means that creating preconditions for the successful functioning of your team must be taken care of by the manager. Whether you choose to option 1,2 or 3 is fully up to you, but in the next post I will look at the pros and cons of outsourcing. If you do not want to wait until that time, please do not hesitate and schedule a first free 15 minute call with me at Boardview.io for more information about developing a marketing stack for your company. Or sent a message through the contact form:
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