Too often, we find, marketers treat features and functionality as the end goal, rather than focusing on the goals they want to achieve and using martech functionality as the means to that end. “Your ability to identify and deploy martech solutions that fit your organization and meet your business needs,” observes Adam Sarner (Gartner client subscription again required), “depends on accurately assessing your capabilities and goals. Forging ahead otherwise risks wasting martech resources on solutions that fall short of expectations.”
Start with your goals and work your way back to the functionality you need to realize them. Inventory your existing martech portfolio, identify areas where you can consolidate (including reducing unused seats or licenses) and squeeze more out of what you have by emphasizing ongoing training and education. These are three steps Bryan Yeager identifies (you know the drill) for marketers to follow to get the most value from their existing martech investments before adding new applications. A side benefit is that you also get to avoid the ignominious fate of becoming a “Martech Fred” (an organization that overspends on and subsequently underutilizes its marketing technology).
RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.