Tag: marketing-operations
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Why does nobody own your martech stack, and what does it cost you?
Marketing pays half the martech bill. IT and other teams cover the rest, so nobody owns the whole thing. The fix costs an org-chart line, not a budget: name one owner accountable for the full stack.
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Stop buying a tool for every gap. Use what you already own first
Every gap feels like it needs a new tool. That reflex built the sprawl you already own half of. Default to what you have, and make every purchase earn a business case.
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You use half your martech. How to get revenue from the stack you own
Marketers use 49% of their martech capability. Every gap triggers another licence, and the last one never got rolled out. The fix is not another tool. Audit against real use, cut the redundant, and fund the people who run it.