How to grow a Martech mindsetLee HackettCEO | Bluprint X

The important thing is this: to be able at any moment to sacrifice what we are for what we could become

Charles Du Bos

“”

Accept responsibilityIt’s you. I’m sorry.

No one ever likes to hear that.

Become fully awareA revolving door system for your

CMOs

Repeated investment in the latest marketing

technologies

Obsession with the next innovation over

full use of your existing stack

Poor returns on Martech investments

Low levels of Martech adoption

among team members

High vanity metrics but weak conversion

rates/low revenue contribution

Frustrated Martech use through poor

data

Repeated use of inefficient or failing

marketing strategies

A frustrated sales team

Unhappy board members waiting for

promised results

BHAGCreating 10,000 marketing

superheroesin 10 years

Big Hairy Audacious Goal

Struggling to keep pace with the rate of innovation coming out of the Martech field?

Illusion or Reality?How we see ourselves,

the narratives we run through our mind every

day are behind almost everything we do

GROWTHI will always improve if I put in

the effort

Feedback is essential for me to learn and become better

Fear of failure doesn’t stop me taking action

FIXED

I regularly push myself outside of my comfort zone

I rise to the important challenges

I have a set level of ability

Feedback makes me feel inadequate

Failure makes me a loser

Stick to what I know

I will give in

Effort

Feedback

Failure

Comfort Zone

Challenges

I worked out that you have three Martech mindsets you can choose from right now:

1. TraditionalTechnology is a necessary investment. Your competitors are using it and you accept that it can do great things. But your approach is to just buy the stuff, force it in the company, switch it on and let it work. Simple.

The result? Wasted spend and minimal adoption. You’ve been seen to bring tech in but people’s behaviour stays the same. You call it a technology problem. It wasn’t the right fit for you.

2. MisguidedTech is a saviour and the more the better. But it’s seen as an end in itself. The mind blowing website, the engagement levels, clicks and awards.

The result? Great vanity metrics and a veneer of success. Yet when you dig deeper, you find that despite these good numbers and praise for your innovative online presence, your contribution to the business’ revenue and growth is next to nothing. You’re just very good at spending the budget you have.

The last mindset you can choose is your only true shot at success.

3. SMart Unity Marketing and Sales You don’t start with the tech, you start with yourself and your team. Specifically, you zoom in on your Effort : Impact ratio.

What will have the biggest impact now and what might you have in the future? 80% of any success will come from your people and how you work with Sales.

The result? Any technology you invest in has a clearly defined purpose. Your marketing team agreed ways of working and thinking with Sales. There is one single goal which all activity stems from and aims towards. Your marketing activity and your budget spend actually starts rewarding you on the balance sheet.

Where do you look for a SMart unity mindset?Here. With me.Let’s look at their elements and how they apply to B2B marketing.

● Obsessed with fundamentals● Grounded in reality but with

visions of greatness● Put your mind first knowing

behaviours will follow● Embrace the unsexy work

● Use technology appropriately● Appreciate quality data and work

from it● Discrete goals over subjective

perception● Try, fail, try again

ImplementationSet your new mindset in (semi) stone

Find perspective

Fix your goal

Measure and adjust

Level of effort to level of impact

CASE STUDY

Continuing to develop their team’s capabilities and technology maturity levels through regular training and a commitment to best practices

98,000MQLs generated

13%Opportunity close rate

(up from 6%)

13%Generated over $5bn worth of sales pipeline

Excess of

$1bn in closed won business

Lee HackettCEO | BluprintX

@leehackett_ | leehackett

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