IMV15 Panel: Master Marketing Technology in Service to Customers
"Some new things sound great and are sold well, but if you don't have the infrastructure from IT or a team who is willing to adapt to new processes and adopt the tools, the investment will not pay off," he said. Truly, I've seen marketing organizations invest in technologies because they have a person on staff now who has the experience to manage it well, but then that person leaves or gets promoted and the rest of the organization is stuck with something that is outside the company's capacity to master.
It can be daunting. The number of technologies available for marketing are impressive. Panelist Mitch Rose, SVP of marketing for BillTrust says: "You have to be nimble, because what you envision now could be obsolete in a year. Our planning and technology investment is fluid. I recommend everyone try to get approval for some 'skunk works' fund, so you can test some things in a pilot. Plan for that - set aside a modest budget and team."
This is especially good advice in a world where a five-year vision is not unusual for an enterprise marketing organization, but a five-month go-to-market roadmap is life or death for a mid-tier organization. Technology investments must be strategic and should never be taken lightly, but you can be nimble at the tactical level by doing pilots with point solutions, porting data manually from one system to another in a proof of concept, or working with key vendors to test their new functionality in a hosted solution. It takes a level of creativity and curiosity to be a successful marketing technologist.
"The traditional marketing role is dying," Adam said. "Today, those of us who embrace technology and customer experience, and who aim to understand the customer through analytics, can drive a lot of optimization. It forces the need for a marketing leader who can be close to IT and embrace data analytics."