Tag: martech
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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.
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Why don’t your systems talk, and how do you pay down integration debt?
The average enterprise runs close to 900 apps and only a third connect. Each disconnected system is a fresh silo. Pay it down by standardising on API-first tools and a shared data model, and making interoperability a buying criterion.
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How do you keep messaging consistent across every channel a buyer uses?
Every channel keeps its own copy of the message, so they drift apart. Fix it by unifying content at the source, backing the self-service buyers prefer, and adding a channel only when it reaches someone new.