Every marketing department needs to build its marketing technology stack, but that hasn't traditionally been marketing's job to do. So what are the best practices for it? How are brands going about choosing technologies and managing these budgets? We asked

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  • RKD1000

    It would be interesting to see how these numbers break down across marketers in companies at different stages of maturity. My guess would be that the rollup results you present in the video characterize the decision-making habits and involvement of marketers at relatively smaller companies, rather than at large ones. I have worked at both and would offer, based on my experience, that more autonomy and less formal decision-making processes are inherent in smaller organizations where marketing teams can control more of their own destiny. The larger the organization, the more likely it is that tools being considered are more sophisticated, cost more, and impact more functional reach than just marketing. In those cases, there have to be more folks involved to ensure there is some rationale and expected return on the tool investment and that adoption will take place to maximize the potential impact of the tool.

    • Thorin McGee

      That’s a great point. Although when we limit it to just responses from companies with revenue over $50 million, The overall shape doesn’t change that much. You still have a majority of companies using a single team or single person (although single person does drop below 10%). And the percentage of those companies using more formal processes does go up, but the overall order fo the answers stays mostly the same:

      People involved, over $50 mil:
      A single team 46.48%
      Multiple teams or a cross-functional team 43.66%
      A single person 9.86%

      Steps taken, over $50 mil:
      Determine budget 71.83%
      Informal requirements assessment based on your own understanding or informal discussion 61.97%
      Estimate ongoing costs and ROI of the technology 61.97%
      Conduct formal requirements assessment within your company 56.34%
      Set internal KPIs or other success metrics 49.30%
      Build implementation timeline 35.21%
      Create technology selection/implementation team 33.80%
      Assign project manager 30.99%

      • RKD1000

        Thanks for the additional insights. I suppose the good news is that for larger companies, things like estimating costs, and conducting formal requirements sessions happen more often than not, but the deployment planning elements being happen across about a third of the respondents is distressing. Risk of money getting spent and a substandard or failed implementation as a result.