Marketing technology tools aren’t rocket science, but they do require critical thinking, a high comfort level with software systems and focused time to learn each system. While it’s true that most marketing technology products come with training (often costing a few thousand dollars), the employees who receive that training are usually responsible for a long list of additional marketing activities. Too often, companies find themselves with expensive tools without a trained operator to run them. Hiring them is rarely calculated into the marketing technology investment. With the proliferation of new marketing technology products, individuals with marketing automation and sales automation software expertise are necessary. When MarTech vendors pitch their products, they often forget to bring up one important detail: Their tools usually require a dedicated, trained and motivated employee to run them. Why? Below are three of the most common pitfalls that lead to valuable technologies laying fallow:ġ) It’s hard to fly a plane without a pilot While such tools can deliver great value to an organization, a surprising number of companies buy these tools and never end up using them. Sales and marketing teams are experiencing internal and external pressures to upgrade their sales and marketing technology to take advantage of market trends like marketing automation (MA), account-based marketing (ABM) and predictive analytics (PA). From our experience working with everyone from small businesses to Fortune 100 companies, we’ve realized that the ideal MarTech stack for any company is the MarTech stack that actually gets used. While the expectation is often a standard one-size-fits-all answer, our response is always specific to the audience – and only becomes definitive when we do a deep dive to understand their situation. The 90octane Marketing Technology (MarTech) team often gets the same question from clients and colleagues: What is the IDEAL MarTech stack for a B2B-focused business? Īvoid the Common Pitfalls that Prevent Companies from Taking Advantage of Marketing Technology This post was written for the 90octane Blog, check out the other great content from my colleagues here.
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