Marketing Tech Stack Optimization
The evolution of marketing technology stack is moving at an astronomical pace. To keep up with these changes, it has become necessary for marketing organizations to conduct regular system audits in order to understand the gaps, evaluate their operating processes and make plans for the needed changes or additions in order to optimize the performance of their entire marketing technology stack.
Whether it is marketing automation platforms (like Marketo, Hubspot, Eloqua, Infusionsoft, Zoho, SendGrid, MailChimp, Mautic) or CRM platforms like (Salesforce.com, Microsoft Dynamics) or Marketing Database Management platforms (like Netprospex, ReachForce, ZoomInfo, LeadSpace, DiscoverOrg) or Marketing Data Warehousing and Reporting/Analytics platforms (like Snowflake, Amazon RedShift, Microsoft SQL Server, Alteryx, Tableau, QlikView, Looker, Periscope Data, Pentaho, MySQL) or Web Analytics platforms (like Google Analytics, Omniture, Hotjar), building and managing out marketing stack is a fairly comprehensive exercise and it needs constant re-evaluation to make sure that all the tools and platforms in the tech stack are fully integrated.
Very often we come across research that points to the fact that only a small percentage of marketing organizations have the tools in the tech stack fully connected, with data, metrics and insights. The same sentiment has been shared by our customers as well. As any smart marketer would agree, our approach to managing an ever growing tech stack is to keep customers at the center of the technology strategy and align the entire tech stack around it to make sure that entire tech stack operates in resonance to enable the marketers to drive an incredible customer experience through contextual marketing campaigns.
As part of the marketing technology stack optimization process, we evaluate existing processes and marketing technology system capabilities. The detailed audit report suggests ways of improvement and additions to marketing technology ecosystem in order to make sure that demand generation engine in an organization is operating at its full capacity and in resonance with the marketing strategy.
On an average, the usage of any of the marketing automation platform or tech stack barely crosses 50% across most of the marketing organizations.
Tech Stack Maturity and Capability Analysis
Today’s marketing tech stack comes with almost limitless capabilities. Once a system is up and running, the onus from there onwards is left with the marketing organizations to leverage these limitless capabilities so as to drive maximum returns from the investments on these platforms. From our engagements, spanning across organizations from mega enterprises to high growth start-ups, we see that on an average, the usage of any of the marketing automation platforms and tech stack barely crosses 50%.
Our tech stack maturity analysis and systems audit practice helps to account for this huge missed opportunity for the marketers to make sure that the marketing organizations are getting the maximum returns for their investments in the tech stack. Our team of certified experts (across all the popular marketing technology and analytics platforms) with 10+ years of experience across 100s of projects, will work with you to understand your objectives and map them to the right marketing technologies with the capabilities that will help you meet your objectives. We don’t consider such projects successful till all the needed capabilities from the existing technology platforms are made fully functional and the teams are trained to operate the platforms on their own.
With our extensive experience and deep technical competency at running enterprise level, complex marketing operations and automation technology stacks, we have developed a set of frameworks to gauge the maturity of existing tech stack set-up and suggest improvements so as to make sure that the systems are running at their full capacity and more importantly, all the business needs across the marketing organization are being met by the technology stack . We work with the teams to understand their goals and strategies to help guide such audits.
We have extensive skills and experience across our team to evaluate entire marketing demand generation tech stack. Such audits include:
- CRM and Marketing Automation Systems capabilities including marketing reporting, Business Intelligence (BI) and Advanced Analytics
- Lead Management processes including lead scoring, lead routing and qualification
- Marketing Campaigns set-up and performance tracking including multi-channel/touch attribution
- Campaign assets including HTML 5 based responsive email templates and landing pages
- Database health including coverage, quality, integrity and leads to account mapping and segmentation
- Marketing performance reporting and analytics
- Marketing Tech Stack trainings and skills evaluation across the teams
As a result of such an audit, which includes extensive discussions and inputs from the marketing team, we come back with a report that lays out the gaps, our recommendations to cover those gaps either by making some changes in the existing platforms or adding some new capabilities and the impact such changes would have on the demand generation engine. Execution of the entire plan rests on our team to make sure that the marketing technology stack gets upgraded to ensure efficient and optimized execution of the marketing strategy for the teams we are working with.
Let’s connect to discuss how we can help with the optimization of your marketing tech stack.