Stephanie Miller

Heather Fletcher is senior content editor with Target Marketing.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

The average marketing stack includes up to 17 distinct technologies, according to Signal. Yowsa. No wonder integration is a big pain point for most marketing teams. No wonder martech is a hot investment area. No wonder our heads hurt.

Technology should empower the marketing organization to better serve customers, but many times, we find that the organization is mastered by the technology. Decisions are made not because they are good for the customer, but because they are possible in the existing tools.

Want higher email marketing response rates? Personalize! Sounds straightforward, until you realize that the data you need is trapped in your CRM system or segmentation engine, and you don't have it accessible to your email delivery solution. Do not despair — integrate!

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so few employee enablement programs—especially when both the knowledge of the company and the CRM/integrated marketing technology is already in use?

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