More than a few sources have suggested that marketers who are investing in technology should have a well-defined marketing technology strategy. That’s great advice. The key to building a cohesive technology stack that can serve as a platform for customer focused marketing is having a marketing technology strategy that details your optimal future state and how you plan to get there.
The thing is, that’s hard to do. There are lots of technologies, lots of vendors and, most importantly, marketing organizations are complex entities where change is not always welcome. Still, optimally using marketing technologies necessitates a plan for achieving your goals.
In Actuan Global’s whitepaper, Creating a Customer Marketing Technology Strategy, I’ve outlined precisely what’s necessary to create a marketing technology strategy that works for your organization. It starts with realizing that your customers, your business and accountability are the primary drivers of your strategy. Additionally, it is important to understand that the creating marketing technology strategy is not a technical undertaking. Rather, it’s an operational one that defines how marketing technologies will impact your your company. To that end, it requires understanding multiple facets of your organization and the entities with which you work.
At Actuan, we’ve created a concept we call Marketnology(TM) – technology solutions that power effective omni-channel experiences for marketers and their customers. To that end, we’ve created the Marketnology Assessment Plan (MAP) which identifies ten facets of your organization that should be analyzed before you actually create your strategy. They are:
- Current Situation
- Business Goals
- Marketing Goals
- Measurement & Performance
- Data Management
- Training / Change Management
The technologies you implement as part of your strategy will impact every facet of your organization. As a result, the marketing technology strategy is not a technological artifact – as counter-intuitive as that may seem. It is an operational one. Successful execution means doing the planning and due diligence necessary to create a future-state that is realistic and achievable given the strengths and limitations of your organization.
Key to developing a strong, viable solution to any challenge is having a full, holistic view of the challenge. This is what the MAP helps you do. It is only after going through this type of process that you are prepared to create a strategy that will take your organization from marketing technology laggard to success story.
The whitepaper (really, more like an eBook), Creating a Customer Focused Marketing Technology Strategy (download), is designed to give you the tools you need to build a marketing technology strategy that will guide your journey to success. Questions are suggested that are crafted to directly feed your ultimate strategy. The information in the whitepaper is written to arm you and your team with information you can use to develop a well-defined approach to marketing automation and enablement technologies — enabling you, ultimately, to develop data-driven customer experiences that contribute to your company’s revenue.
If you’d like a fuller understanding of what it takes to create a marketing technology strategy, please download the whitepaper. It’s a deep dive into what matters in creating a strong marketing technology strategy and offers marketers guidance on gathering your requirements and driving towards success.