![]() ![]() ![]() Now set the answers to those questions aside because once you complete your audit, some of these answers may change. How does your technology serve your strategy? Does it at all?.What training does your team need to better use the tools and tech you have available?.Are there any tools you feel are under-utilized?.What are the most important use cases you want to cover in the next few months? One year?.Are there any tools you’re planning to replace in the near future? Why?.Are there any gaps in data or processes that you’ve been made aware of?.What tools have been the most valuable?.Are there any immediate needs/gaps that have been brought up?.Are you planning to invest in new tools/tech in the near future?.What tools and technology solutions are you and your teams currently using?.Ask yourself these questions as a starting point to get a first pulse on where you stand today: When getting started with clients on a project like this, we’ll ask some discovery questions to get the ball rolling. How do they support your business objectives, and.What tools and technologies are being used?.So how do you avoid getting distracted by those 9932 tools out there and instead, get started assessing what you have and what you need to support your objectives? Getting StartedĪssuming you have a marketing strategy in place, we approach martech stack assessments with three main objectives in mind: We believe that technology needs to support your marketing strategy, not be your marketing strategy. Our motto is always strategy first, technology second. Needless to say, it’s easy to get excited about all the new tools available, be distracted by the newest shiny object in marketing technology, or think a new tool will automatically solve a marketing problem.īut most of the time that strategy (or lack thereof) won’t work. Adding to your B2B Marketing technology stack is not a strategy-tech needs to support your strategy instead.īy Lisa Heay, Director of Business Operations at Heinz MarketingĪccording to Scott Brinker’s most recent Marketing Technology Landscape, there are 9932 (and counting) solutions in the marketing technology space. ![]()
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