buying-martech-is-easy,-managing-the-process-to-use-it-effectively-is-the-hard-part

It’s easier to buy than to manage when it comes to marketing technology. While finding a solution to a problem isn’t always a cinch, there’s far more to incorporating it than simply procuring it. This is what my counterparts and I will discuss at the MarTech East conference in Boston during our session: “Avoiding Random Acts of MarTech: Creating a Process for Acquiring New Marketing Technology.” Over the last couple of years, my team and I at Western Governors University have aspired to make sure that we address a variety of important topics to help ensure that we will enjoy a greater return than what we’ve invested in various tools.  

When we consider tools to buy, we want clear research and documentation so we can focus our attention on how our team implements and actually uses them to advance our goals. We found a plan – from purchase to implementation – that includes these considerations ensures we get the most for our money: 

  • Organizational Readiness – In many cases, development work is required. Do priorities and roadmap align with contract dates? It’s a waste to pay for something that one can’t use yet.
  • Dedicated Owner – It is important for any tool or service to have an internal person who is assigned to champion it. They need to monitor its performance, advocate for its needs, evangelize how it can help others in the department and continuously determine its value to the department.
  • Integration Needs – The vast majority of martech tools don’t operate independently. They typically either require interaction with or feed other systems. It may serve as an anchor or as a tool that boosts an anchor’s performance. Before purchasing any tool, it is important to consider how it will fit in with the existing stack. Are off-the-shelf integrations available? How robust are these connections? Will your organization need to develop its own? 
  • Quality of Input – If you have a tool that algorithmically automates paid search bidding, is your website analytics and attribution data that the AI relies upon up to snuff? As they say: “Garbage in, garbage out.”
  • Staff Expertise – Do you have people on staff who have the expertise to actually use a tool? If not, are you willing to train them? Or should you hire someone with those skills already in place?  Here’s something to consider: If you have someone learn a product on the job without formal consultation from experts, then you will risk configurations that will cause problems down the line with upgrade, integration and vendor work.
  • Contract/Feature Analysis – A tool may provide many wonderful features, but are you going to use all of them? If you’re not, then consider negotiating to pay only for what you’ll use.
  • Competing Tool Analysis – You may identify a tool that meets your needs, but consider looking at a few of its competitors. Perhaps one of them will do a better job or fit in your stack better.
  • IT and Procurement – A critical part of martech stack building and maintenance processes involve IT and procurement – regardless of whether they’re friends, frenemies or (hopefully not) foes. In many cases, IT is inevitably deeply involved (shadow IT is sometimes tolerated or embraced) in implementing and maintaining systems, particularly regarding integration and interaction with systems outside of marketing’s control. That’s why it’s crucial to loop in IT prior to executing a contract as a way to avoid potential resistance. It is also a great resource for technical efficiency and data security evaluation. In addition, procurement is another crucial stakeholder. Buyers can serve as the “villains” when it comes to budget and policies so you don’t have to. On top of that, they’ll read contracts, engage legal and take care of the stuff that’s not a marketer’s job nor expertise.  
  • Value – You get what you pay for. One tool may cost less than a competing solution, but do they have similar service level agreements (SLA), customer support or commitments to continual improvement? A cheaper solution may prove best for a proof-of-concept phase but may not work out well in the long run. Another thing to consider is that you’ll need your vendors to enjoy financial health in order to thrive, which will most likely benefit you. Aggressively pursuing a cutthroat rate may feel great but can handicap the vendor. Buyers in procurement should focus on value – not price – and should help make such determinations.

Many of these considerations are simple and should fall under the common-sense category, but we all know that the ideal is rarely the reality. We are capable and competent professionals who aspire to do well, but there are pressures and shifting priorities that wreak havoc on our best intentions. Taking time to avoid random acts of martech can save an organization and individual time, headaches and money.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

81 comments

  1. Very soon this site will be famous amid all blogging and site-building visitors,
    due to it’s fastidious articles or reviews

  2. After looking at a handful of the blog posts on your website, I truly like your technique of writing a blog.
    I saved it to my bookmark site list and will be checking back soon. Please check out my website too and tell me your opinion.

  3. What i do not understood is in truth how you are no longer actually much more smartly-favored than you may be now.

    You’re very intelligent. You understand therefore
    considerably when it comes to this topic, made me
    for my part believe it from so many various angles.

    Its like men and women aren’t interested except it’s something to
    accomplish with Woman gaga! Your individual stuffs
    excellent. Always take care of it up!

  4. Everything is very open with a really clear explanation of the
    issues. It was really informative. Your website is very useful.
    Thank you for sharing!

  5. Oh my goodness! Incredible article dude! Thank
    you so much, However I am encountering difficulties
    with your RSS. I don’t understand why I can’t join it.

    Is there anybody else having identical RSS problems? Anyone who knows the solution will
    you kindly respond? Thanks!!

  6. I get pleasure from, result in I found just what I was taking
    a look for. You have ended my four day lengthy hunt! God Bless
    you man. Have a nice day. Bye

  7. What’s up, of course this paragraph is in fact nice and
    I have learned lot of things from it regarding blogging.

    thanks.

  8. Great work! This is the type of information that are supposed to be shared across the web.
    Shame on Google for no longer positioning this put up upper!
    Come on over and visit my site . Thank you =)

  9. These are really fantastic ideas in about blogging.

    You have touched some nice points here. Any
    way keep up wrinting.

  10. Great web site you have here.. It’s hard to find good quality writing like yours nowadays.
    I seriously appreciate people like you! Take care!!

  11. If some one desires to be updated with hottest technologies afterward he
    must be visit this web page and be up to date every day.

  12. I’ll right away grab your rss feed as I can not find your e-mail subscription hyperlink or e-newsletter service.
    Do you have any? Kindly allow me understand in order that I could subscribe.

    Thanks.

  13. Do you mind if I quote a few of your articles as long as I provide credit and sources back to your blog?
    My blog is in the exact same area of interest as yours and my users would really benefit from some of the information you provide here.
    Please let me know if this ok with you. Thanks a lot!

  14. Helpful info. Fortunate me I discovered your web site by
    accident, and I’m stunned why this twist of fate didn’t happened in advance!
    I bookmarked it.

  15. This article gives clear idea in support of the
    new people of blogging, that in fact how to do blogging
    and site-building.

  16. We are a bunch of volunteers and starting a new scheme in our community.
    Your website provided us with valuable info to work
    on. You have performed an impressive job and our
    whole neighborhood shall be grateful to you.

  17. I’m really enjoying the design and layout of your site.
    It’s a very easy on the eyes which makes it much more
    enjoyable for me to come here and visit more often. Did
    you hire out a developer to create your theme? Great work!

  18. You really make it seem so easy with your presentation but I find this matter to be really something which I think I would never
    understand. It seems too complicated and very broad for me.
    I am looking forward for your next post, I’ll try to get the hang of it!

  19. It’s a pity you don’t have a donate button! I’d definitely donate to this superb blog!
    I suppose for now i’ll settle for bookmarking and adding
    your RSS feed to my Google account. I look forward to new updates
    and will share this blog with my Facebook group. Talk soon!

  20. certainly like your website however you need to take a
    look at the spelling on quite a few of your posts.
    Many of them are rife with spelling problems and I to find it
    very troublesome to inform the truth on the other
    hand I’ll definitely come back again.

  21. This paragraph offers clear idea in favor of the new visitors of blogging, that
    really how to do blogging and site-building.

  22. I was suggested this blog by my cousin. I’m not
    sure whether this post is written by him as no one else know such detailed about my problem.
    You’re amazing! Thanks!

  23. Hello just wanted to give you a quick heads up.
    The words in your content seem to be running off the screen in Firefox.
    I’m not sure if this is a format issue or something
    to do with internet browser compatibility but I thought I’d post to let
    you know. The design and style look great though!
    Hope you get the problem solved soon. Many thanks

  24. Hi there, constantly i used to check webpage posts here in the early hours
    in the break of day, as i enjoy to find out more and more.

  25. What’s up, its good paragraph concerning media print, we all be aware of media
    is a wonderful source of information.

  26. I know this if off topic but I’m looking into starting my own weblog and was wondering what all is needed to get setup?
    I’m assuming having a blog like yours would cost a pretty penny?
    I’m not very internet savvy so I’m not 100% positive. Any tips
    or advice would be greatly appreciated. Thanks

  27. Fantastic web site. Plenty of useful information here.
    I’m sending it to some buddies ans also sharing in delicious.
    And obviously, thank you on your sweat!

  28. Howdy! Do you know if they make any plugins to assist with Search Engine Optimization? I’m trying to get my
    blog to rank for some targeted keywords but I’m not seeing very good gains.
    If you know of any please share. Cheers!

  29. Heya i am for the first time here. I came across this board and I in finding It truly helpful & it helped me out much.
    I hope to give one thing back and help others such as you aided me.

  30. Truly when someone doesn’t be aware of then its up to other people that they will assist, so here it takes
    place.

  31. Hi there, every time i used to check website posts here in the early hours in the morning, as i like to find
    out more and more.

  32. I think this is one of the most vital information for me.
    And i’m glad reading your article. But wanna remark on few general things, The
    site style is wonderful, the articles is really nice : D.

    Good job, cheers

  33. I always emailed this web site post page to all my
    friends, for the reason that if like to read it after that my links will too.

  34. It is the best time to make some plans for the future and it is time to be
    happy. I have read this post and if I may I wish to suggest you few attention-grabbing issues or tips.

    Perhaps you can write next articles referring to this article.
    I desire to read more things about it!

  35. What’s up friends, how is all, and what you wish for to say
    on the topic of this paragraph, in my view its in fact awesome in favor of
    me.

  36. I think this is one of the most important info for me. And i’m glad reading your article.
    But should remark on few general things, The site style is ideal, the articles is really nice :
    D. Good job, cheers

  37. Fantastic beat ! I wish to apprentice whilst you amend your site,
    how could i subscribe for a blog website? The account
    helped me a acceptable deal. I had been tiny bit acquainted of this your broadcast offered
    vivid transparent idea

  38. You actually make it seem so easy with your presentation but I find this matter to be actually something that I think I
    would never understand. It seems too complicated and extremely broad for me.
    I’m looking forward for your next post, I’ll try to get the hang of it!

  39. It’s very simple to find out any topic on net as compared to textbooks, as I found this piece of writing at this web site.

  40. I’m really impressed with your writing skills and also with the layout on your
    blog. Is this a paid theme or did you modify it yourself?
    Either way keep up the nice quality writing, it’s rare
    to see a great blog like this one these days.

  41. Wow, that’s what I was exploring for, what a stuff!
    present here at this webpage, thanks admin of this website.

  42. I know this web site provides quality based posts and additional information, is there
    any other web page which provides these things in quality?

  43. Hello colleagues, its great piece of writing concerning
    teachingand entirely explained, keep it up all the time.

  44. I’ve learn several excellent stuff here. Definitely worth bookmarking for revisiting.
    I wonder how a lot effort you put to make this kind of
    fantastic informative web site.

  45. An intriguing discussion is worth comment. There’s no doubt that that you need to write more
    on this issue, it might not be a taboo subject but typically folks don’t talk about these issues.

    To the next! All the best!!

  46. I do accept as true with all of the ideas you’ve offered on your post.

    They’re really convincing and will definitely work.
    Still, the posts are very brief for novices. Could you please
    extend them a little from next time? Thank you for the post.

  47. Nice post. I used to be checking constantly this blog and I’m
    impressed! Very helpful info specially the ultimate part :
    ) I care for such information much. I used to be looking for this particular info for a very lengthy time.
    Thanks and good luck.

  48. I’ll immediately snatch your rss feed as I can not find your email subscription link or
    newsletter service. Do you’ve any? Please permit me realize in order that I may subscribe.
    Thanks.

  49. Its like you read my mind! You appear to know a lot
    about this, like you wrote the book in it or something.

    I think that you can do with a few pics to drive the message home
    a little bit, but instead of that, this is wonderful blog. An excellent read.
    I will certainly be back.

  50. Hi there, just became alert to your blog through Google,
    and found that it’s really informative. I’m gonna watch out for
    brussels. I will be grateful if you continue this in future.
    A lot of people will be benefited from your writing. Cheers!

  51. I do believe all of the concepts you’ve introduced to your post.
    They are really convincing and will certainly work. Nonetheless, the posts are very quick for
    novices. May you please prolong them a bit from next time?
    Thanks for the post.

  52. I like the valuable information you provide in your articles.
    I will bookmark your blog and check again here
    regularly. I’m quite sure I will learn lots of new stuff right here!
    Best of luck for the next!

  53. Thank you for the good writeup. It in fact was a amusement account it.
    Look advanced to more added agreeable from you! By the way, how could we communicate?

  54. I’m more than happy to discover this site. I need to to thank you for ones time for this particularly
    wonderful read!! I definitely liked every little bit of it and
    I have you book marked to check out new stuff on your web site.

  55. I want to to thank you for this good read!! I absolutely enjoyed every little bit of it.
    I have got you saved as a favorite to look at new things you post…

  56. I was more than happy to find this page. I wanted to
    thank you for ones time just for this fantastic read!!
    I definitely loved every part of it and I have you saved as a favorite to see new things in your website.

  57. I love your blog.. very nice colors & theme. Did you make this website
    yourself or did you hire someone to do it for you?
    Plz respond as I’m looking to create my own blog and would like to find
    out where u got this from. kudos

  58. I’ll immediately grasp your rss feed as I can’t find your email subscription hyperlink or e-newsletter
    service. Do you’ve any? Please permit me realize so
    that I may jjst subscribe. Thanks.

    my homepage :: Chaturbate

  59. I think this is one of the most important info for me. And i am glad reading your article.
    But wanna remark on few general things, The site style is great,
    the articles is really excellent : D. Good job, cheers

  60. Thanks a bunch for sharing this with all of us you actually
    know what you are speaking approximately! Bookmarked. Please additionally consult
    with my web site =). We may have a hyperlink exchange contract among us

  61. Hi, I do think this is an excellent blog. I stumbledupon it 😉 I may return yet
    again since I book marked it. Money and freedom is the best way to change,
    may you be rich and continue to help other people.

  62. Hi! I’m at work surfing around your blog from my new iphone!
    Just wanted to say I love reading your blog and look forward to
    all your posts! Carry on the fantastic work!

Leave a Reply

Your email address will not be published.