It’s been a tough year for many consumers, and rising costs have meant that marketing teams need to be savvy in their campaigns and media planning to ensure maximum efficiency in the face of limited resources. This means reviewing the martech stack and the range of micro-payments that vendors may charge. Here are five key tips for the journey.
Be commercially driven. When marketing teams are challenged with cutting expenditures on their technology partners, they should identify a prioritized set of commercial objectives in order to justify investments or create a transition plan for cutting down.
Be ambitious. Cloud capabilities and the right talent come together to make in-housing operations easier than ever. Consider this option carefully.
Be pragmatic. That shiny new platform may be attractive, but that doesn’t make it the right solution. Explore other technical solutions and processes using existing architecture.
Be thorough. Large-scale changes require plenty of planning, onboarding and training. Don’t launch into a change without fully understanding the implications for all users.
Show leadership. Digital transformation can be uncomfortable for teams who are used to a status quo. Get buy-in from senior leadership and bring everyone along for the journey in order to set the organisation up for success.
There will never be a ‘one size fits all’ when it comes to reviewing and developing the tech stack. Take time to explore all your options and don’t be afraid to run multiple routes to ensure you’re making the most appropriate decision.
Originally reported by Martech: https://martech.org/5-must-dos-when-reviewing-your-martech-stack/
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