The Martech Enablement Series Part 7: Featured on Martech Today

September 18, 2017

Blog | Strategy | The Martech Enablement Series Part 7: Featured on Martech Today
The Martech Enablement Series Part 7: Featured on Martech Today

I’m excited to announce the seventh 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 seven – Insights, intelligence, and integration – we’ll consider the best ways to put together your stack.

In this post we’ll discuss:

  • Insights and intelligence
    • Tools for visibility and understanding
  • Strategic vs. tactical insights
  • Team  management and collaboration
  • Technology approaches to integration


Here’s an excerpt from today’s Martech Today article:

The nuts, bolts, welds, hoses and wires

It’s important to have a strategy and tools to hold all of this together. There are a few strategies to contemplate with systems integration and martech. Your marketing organization will likely take several different approaches to integration. These are generally broken down into three categories: native integration, IPaaS (integration platform as a service) and custom integration.

As technology matures, and the interoperability of products grows, companies are building “connectors” that allow for the exchange of data between their products and other widely used ones. These native integrations generally require some technical implementation or configuration, but the product manufacturers have done much of the heavy lifting to allow for the exchange of data between systems they have connectors for.

IPaaS is a “suite of cloud services enabling development, execution and governance of integration flows connecting any combination of on-premises and cloud-based processes, services, applications and data within individual or across multiple organizations,” according to Gartner. These platforms enable a more systematic way of creating and controlling data exchanges between products in your martech stack.

Custom development is as it sounds: a process in which software engineers develop custom applications to create and manage data exchanges between products and systems in your martech stack. Regardless of whether you take advantage of the aforementioned native integrations or IPaaS, you will likely at some level need to leverage good technologists to do some custom integration work along your path to martech enablement.

Stack it up!

To review, all the categories of the stack between Part 6, “Building the car,” and this part, “Supporting technologies,” your cohesive martech stack is composed of the following types of systems:

Image Source: Martech Today

Read the entire post on Martech Today.

In case you missed them, check out the other posts in this series:

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

Part 6: Building the car

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
  • Marketing Technology
  • MarTech
  • MarTech Enablement
  • Strategy
  • Technical Strategy

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