Marketing Technology
Insights
Blog
Capturing Insights from a Disjointed Tech Stack
- Only 32 percent of marketing organizations in financial services can access a BI tool
- Conducting an inventory of data existing across the platform yields new insights
- Aligning and prioritizing measurement goals with sales helps to focus efforts and limit requirements
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Looking for Gaps in Your Tech Stack
- Marketing organizations must understand the interdependence of processes, competencies and technologies
- Marketing operations and technology leaders must engage stakeholders who require tech solutions to define objectives and desired future capabilities
- Addressing process and competency gaps will ensure the success of new technology solutions
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Courage in the Time of Technology
- Transitioning people and organizations through technology adoption requires strong leadership skills
- Effective technology adoption is a psychological and skills-based process that requires good planning and execution
- As the rate of technology adoption increases, a good adoption process becomes more critical
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Balancing the Tech Stack: Austin Users’ Insights
- SiriusDecisions facilitated a user group discussion with demand creation and marketing operations professionals
- Participants talked about which technologies are in their tech stack and why
- Hot topics among the group were keeping up with vendors, predictive, IT involvement in purchase decisions and the expense of failure
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Enabling B2B Remote Teams
- Join SiriusDecisions in Austin this November for the second annual Technology Exchange
- Learn how remote teams can collaborate on projects, planning, workflows and approvals
- Discover capabilities to facilitate distributed communication and collaboration
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Technology Audit: The Stakeholder Interview Guide
- Stakeholder interviews provide first-hand knowledge of systems and processes that inform a technology audit and gap analysis
- Structured stakeholder interview guides prevent scope creep during these audits
- Interview guides are a valuable resource for supporting conclusions and decisionmaking
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Marketing Ops Can Help Avoid Technology Overload
- The complexity of managing today’s marketing technology environment requires a disciplined approach to technology management
- Marketing operations plays a significant role in technology management to ensure a return is delivered to the organization
- Marketing operations must collaborate with key stakeholders to audit and enable users, and build the roadmap for the evolution of the organization’s
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Maximize Your MRM Implementation
- Successful MRM implementations address pre- and post-implementation workstreams in addition to technology selection
- Workstreams include requirements gathering, relationship building, implementation prep, training, user adoption and system support
- Leverage cross-functional working teams and a proactive communications plan to ensure project success
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Where B2B CMOs Are Placing Technology Bets
- SiriusDecisions annual CMO study reports that 83 percent of B2B CMOs will increase their marketing budget in 2016
- Systems and tools will be the second largest area of investment
- Business intelligence and customer intelligence management top the list of technology investment priorities for CMOs
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How to Pick the Right MRM Solution
- The explosion of new marketing resource management (MRM) solution offerings gives marketers many choices – and a need for structured decisionmaking
- First define requirements in the four areas of MRM functionality: planning/budgeting, project management, asset management and communications
- Evaluate build vs. buy and suite vs. pure-play considerations to develop a focused list of MRM solutions to meet requirements
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Four Benefits of a One-Step Marketing Tech Plan
- B2B marketers overthink technology selection and make their lives way too hard
- Accelerate technology selection by throwing all standards, protocols and formal vetting processes out the window
- Seventy-nine percent of B2B organizations reported a 40 percent uptick in technology after procuring 10 percent more solutions monthly
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Marketing Tech – Don’t Get Trapped in Your Silo
- Technology often requires alignment across several functions to be successful, from product to marketing to sales
- Many B2B marketers purchase new technology to make their lives easier without thinking about how it fits into their ecosystem
- Buying new technology needs to start with a view of aligning processes, data strategy and enablement
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How Marketing Ops Can Drive Better Tech Decisions
- Many B2B organizations are plagued by “shiny new car syndrome” and purchase new technologies that they don’t have the resources to manage
- Buying new technology is only the beginning – organizations need a sound strategy for implementation
- Marketing operations can take the lead on driving the tech roadmap, helping the organization understand its needs and make decisions appropriately
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Technology Audit: Tips to Build Consensus
- Technology decisions need buy-in from stakeholders in sales, marketing and product
- Build alliances and political capital to convince others that technology alignment is a good idea
- Use research, case studies and real examples of successful technology implementations as evidence of the benefits of alignment
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Three Tech Steering Committee Potholes to Avoid
- Technology steering committees drive infrastructure alignment between sales, marketing and product
- Steering committees often run into problems in three areas: authority, meetings and membership, and project insight and support
- Best-in-class steering committees promote better technology procurement and vision by avoiding these costly mistakes
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Why You Need a Technology Audit Steering Committee
- A technology first, strategy later mentality leads to siloed technology procurement and misalignment
- Steering committees help ensure that cross-functional business needs are represented in technology procurement
- Don’t boil the ocean; scope audits to address targeted business needs
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Alignment: The Cure for Your Technology Hangover
- Siloed technology procurement creates misalignment and duplication and lowers ROI
- Focus alignment efforts on capabilities or processes that are shared among sales, marketing and/or product organizations
- Data, cost and criticality help determine which technologies should be aligned
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How to Avoid Cooking Up an RFP Disaster
- Creating, issuing and reviewing RFPs is a time-consuming process
- Oftentimes, companies rush through this process and create more work in the long run
- In order to streamline the process, use these best practices for your RFPs
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Five Areas to Assess Your Marketing Technology Spend
- B2B organizations are increasingly keeping an eye on marketing technology spend, which makes evaluating the spend more important
- A straightforward comparison of the level of spend to the industry is only part of evaluating the value and potential of marketing technology
- Evaluating marketing technology spend systematically can allow organizations to take corrective action when there are shortcomings
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Questions to Ask Your Service Providers for 2016
- The new year provides an opportunity to regroup with service provider and agency partners
- In your planning meetings, it’s important to take a step back and evaluate new approaches
- Use these questions to make sure you start the new year off on the right foot