The Martech Enablement Series Part 5: Featured on Martech Today

September 5, 2017

Blog | News | The Martech Enablement Series Part 5: Featured on Martech Today
martech enablement series post 5 setting the strategy

I’m excited to announce the fifth 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 Five – The Team Strategy – I show you how to set up a winning team strategy around objectives and goals, both as it relates to a race team and series and a Martech enabled organization. In this post I cover:

  • the incremental, iterative changes that result in digital maturity and transformation
  • how to build a team strategy around:
    • team objectives
    • series goals
    • individual race goals
  • the parallels of setting up a race strategy to a martech team strategy
  • defining team objectives
    • sprint goals
    • campaign/channel goals
  • questions to answer in order to build a framework around future work
  • right-sizing your goals

Here’s a blurb from today’s Martech Today article:

The martech team strategy

When looking at your marketing organization, the race team strategy parallel is simple. The race team is your martech team, the series are “sprints” of marketing effort, and races are marketing campaigns and channels executed within each sprint. The efforts are all focused toward achieving the sprint goals, which are targeted towards achieving the martech team’s objectives.

Martech team objectives -> sprint goals -> campaign/channel goals

Define your team objectives

The ultimate success of your marketing organization might not be as cut-and-dried as the race team’s, but developing objectives for your marketing organization is critical to success. As I said earlier, these objectives will serve as a guide to follow to help you set goals and make decisions as you run race series.

These should be rooted in and derived from the vision that was described in Part 4 of this guide. And they should be developed in conjunction with your core team and align with the CEO’s vision for your overall organization. Here are a few team examples to help you understand the principle-centered approach to your objectives:

  • Create innovative “customer first” digital experiences.
  • Improve speed to market.
  • Foster cross-functional team collaboration.
  • Vision for unified customer view.
  • Make intelligent, data-supported decisions.
  • Quantify marketing spend (ROMI, return on marketing investment).

These objectives will serve as the filter through which you will evaluate the goals you set for each series you race. This exercise will also serve as the foundation to evaluate your current martech stack for its initial readiness to serve these objectives. In the next two parts of the guide, we’ll discuss your martech stack and how to perform the required initial evaluation as well as incrementally improve your stack to support your series goals.

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

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.

Peter Ladka, President/CEO, GeekHive

Peter Ladka

President & CEO
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