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, Aug 07, 17

Beware the Ides of Martech: 6 adages to heed as you begin using martech in earnest, Martech Today, 08/01/2017

1. Forewarned is forearmed.

Research! Have a plan and be clear about your purpose and objectives.

Collecting data? Managing data? What do you intend to do with it? Look before you leap!

2. Beware those bearing gifts.

Apparently, there are 5,000 vendors in the martech space. Just like in the ad tech space, there will be consolidation. So, choose your friends wisely.

We marketers enjoy flashy salesmanship. So make sure you look beneath the surface for strong, robust technology tested over time, not just a shiny service layer.

3.  A friend in need is a friend indeed.

The CTO or IT director may be feeling unloved if their budgets are making way for yours. Yet, you’ll no doubt benefit from their skills and experience with technology buying.

They could even help you integrate tech into stacks smoothly and efficiently. Looking at marketing tech budgets holistically with the IT budget seems a smart tactic.

4. Out with the old, in with the new.

Media agencies, which were once the most profitable part of the agency ecosystem, must change or be changed.

Is your media agency best placed to assist you? Which tasks will you take in-house? Many CMOs are recalibrating their agency relationships. Which will suit you best?

5. Different flowers make a bouquet.

Think about the composition of your team. Bringing in engineers and helping them understand marketing could be valuable, just as it’s valuable to encourage marketers to learn about software.

Celebrate team members with methodical, deterministic skills. People with process management and behavioral management skills will be invaluable to assist with organizational change.

6. It’s my party (and I’ll cry if I want to).

Well, it’s not exactly a proverb. But remember that you’re in control and leading the change.

Ensure you’re driving the changes with a customer-first, better-experience agenda. The fundamental role of marketing remains unchanged. The technology is there to make our jobs easier, freeing us to focus on delighting customers faster, easier and smarter. Let’s get on with that.

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