I LOVE, LOVE, LOVE marketing technology. If there is something new out there that looks interesting, I CAN’T WAIT to get my hands on it. My business partner Alanna goes crazy every time she receives an invitation to a new tool. She definitely thinks I have too much martech. But hey — I need to know what’s going on if I’m going to help clients when they outsource martech management to us. How else am I going to save time and improve their return on marketing investment if I don’t know all the cool stuff? (Sometimes, business partners who are your little sister just don’t get it. Am I right? LOL)
With that said, I understand the need to simplify your marketing technology stack. An organization can spend a lot of money to improve their users’ experiences, make online workflows more efficient, reach the right people, and generate qualified leads. You have to get your money’s worth. If you have too much martech, you probably aren’t getting your money’s worth.
In his article, “Too Many Marketing Tools? A Formula for Simplifying Your Martech Stack,” Kyle Harper shares four questions to help you assess whether or not your current stack is working for you. They are:
1. Disuse: What tools have you and your team left to gather dust over the last six months?
2. Mismatch: What tools are you (probably begrudgingly) using because another department, predecessor, or vendor preferred it?
3. Redundancy: Are there tools in your stack that mostly do the same thing or have modules that could replace the use of another platform?
4. Expertise Creep: How many solutions are team members required to master? Have you created a team of tech specialists and lost your marketers?
I think two more questions to consider are:
5. Skill Gaps: Do you need all the tools you are using but have a skill gap on your team?
6. Time for Tech: Do you need all the tools you have but just don’t have the time to manage it yourself?
Sometimes too much technology is the problem. At other times, however, lack of specialized resources to manage the martech is the challenge.
Three alternatives for those who need the tech stack they have (or want to have) but are having a hard making it work:
- Hire a marketing technologist. Can you afford a full-time employee to focus on the tech management solely?
- Outsource your martech management – in whole or in part. In some cases, this could be a better option from a budget standpoint depending on how much you outsource and to whom.
- Work on the weekends and keep looking for a lower-pain option to come along.
Are you experiencing too much martech overload, or are you a martech geek like me who loves to try it all? Share your favorite marketing tech with me here in the comments or tag me on Twitter or LinkedIn with your favs.