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5 Strategies To Navigate The Martech Paradox

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Shelvia Murmu
5 Strategies To Navigate The Martech Paradox

Some marketers prefer an “integrated suite” approach, and some prefer a “best-of-breed” approach to selecting tech. Although these offerings promise simplicity, underutilization of MarTech and tech gaps reinforce the need to build a capability-first rather than a tech-first strategy.

Marketers must regularly scrutinize their MarTech investments and monitor their progress in improving its use.


They must align their investments to support-

• shifting organizational models

• talent gaps

• cross-functional challenges

• group of new tech to survive in the cookieless future


The current MarTech stacks are complex and continue to grow. Hence, seeking the right solutions to target audiences, personalize messaging, and manage complex multichannel marketing campaigns becomes essential. To rise above the marketing paradox, have a clear MarTech vision and a dedicated team. At the same time, set a standard process, foster vendor IT/vendor relationships, and regularly monitor the performance of the MarTech stack.

This also involves tracking the ROI of each tool to measure the value they deliver. Also, maintain a document displaying feature adoption, end users, costs, and maintenance status.

Develop a culture of cross-functional collaboration to ensure everyone is invested in and contributes to the MarTech initiatives.


Adopt an open-minded practice to refine the strategies based on insights. With correct understanding, strategic planning, and resources, CMOs can rise above the MarTech paradox.

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Shelvia Murmu
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