The Martech Enablement Series Part 6: Featured on Martech Today
September 13, 2017
I’m excited to announce the sixth post in a nine part series I’m writing for Martech Today called: “The Martech Enablement Series – A Nine Part Practical Guide to Martech Enablement.” In it, I’m sharing with marketers an approach they can take to successfully enable martech within their organization.
In Part Six – Building the Car – I dig into the technology that makes up the car and look at the systems of the car and your martech stack that enable you to take action.
In this post I go over:
- building the car
- why does the stack come last in the process?
- a top down approach to Martech Enablement
- people -> strategy -> technology
- how to safely make the transition and what to look out for to ensure success
- including addressing topics like GDPR
- the systems and structures that makeup the car
- control systems
- the marketing technologies that correspond with each part of the car
- the importance of having a solid data strategy
Here’s a blurb from today’s Martech Today article:
Building the car
As this guide has been progressing, I’ve been asked several times about the order of the martech enablement process: “Why does that stack come last?” The answer is simple. As Stephen Covey’s book, “The 7 Habits of Highly Effective People,” says: “Begin with the end in mind.”
To understand the type of car a race team will need, you first must understand the kind of race you’re going to run. This is best determined by the team, which must be in place first. It would be silly to build an Indy car only to realize you’re racing a 100-day, all-terrain rally around the world. People, then strategy, then car and technology.
People -> Strategy -> Technology
This top-down approach (rather than letting the car/technology define the strategy and team) is, in my experience, the best way to approach martech enablement. I do realize that it is rare that marketing organizations are “greenfields” when it comes to martech stacks and products. You likely have many martech products currently in use.
“Getting better value” out of your existing investments might seem a logical goal for your martech enablement initiatives. Resist the urge to start there. This approach often results in misguided efforts that rarely hit the mark because they aren’t driven by your team objectives.
Instead, insist that your team objectives drive the need for modifications to your martech stack. This will ultimately result in getting better value out of your existing and future martech stack. In a later part of this guide, I’ll discuss how to enable your team and strategy to incrementally improve your existing stack to support your team objectives.
Read the entire post on Martech Today.
In case you missed them, check out the other posts in this series:
Part 1: What is martech enablement?
Part 2: The race team analogy
Part 3: Assembling your team members
Part 4: Building the team
Part 5: The team strategy
GeekHive, founded in 1997, is a leading domestic MarTech Enablement partner. We know what it takes to create a successful digital program from strategy to implementation to ongoing refinement and support and we love nothing more than coming up with technical solutions and strategies to solve the complex MarTech puzzles our clients face. When failure isn’t an option, our partners count on us, and we make it our personal mission to exceed their expectations, every time.
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