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How Quickly MarTech Turns Into War-Tech Among Teams
BEKI SCARBROUGHExecutive MarTech & Demand Gen Advisor
@rascar_19
’’It ain’t what you don’t know that gets you in trouble.
It’s what you know for sure
that just ain’t so.-Mark Twain
“
arTech
MWYet 1/3 Expect A Budget Increase
IT Spend Steady YoY
Source: SpiceWorks 2016 State of IT
Yet Marketing Tech Budgets Remain Flat & Under-Funded
Most Point Solutions Cost Well Below Need for Exec Approval
Need Trumps Protocol EVERY TIME
• 2/3 of Marketers Expect Budgets To Increase
• Marketing Tech CAGR: 9-12% Depending on Analyst
• Mobile App Demand Outpaces IT Resources by 5:1
The Annual “We Have to Rename it Back Team”
Shiny, New, Nothing Like What We Have, Gotta Have
Quiet & Dangerous:The Back Office
ISV: Can Integrate Tall Buildings with a Single
Finger
Those Folks Who Make What We Sell and Need it
NOW
Webs Development (Not Even Close to One Team)
$
Hero
Survivor
Elusive: Never seen at a meeting
Doesn’t know a lead from a leash
Tallest only person in the room
Stays up all hours if something isn’t right Finds the issues before the alert goes out Protects integrity of Customer Experience
over own reputation Wants Advancements Based on Merit
Priorities determined by boss not goals
Shifts focus week to week
Doesn’t believe new ideas until boss agrees
Camo Contributor
Stop Killing The Admins• Many experts without expertise• Top admins have zero free time• Majority of MarTech problems are
100% avoidable – Communicate!
Blueprints Are Evergreen• Quarterly Reviews of Tech Stack • Add Area for Testing New Tools • Have Cost, Purpose, Integration
Cheat Sheet for each tool• ‘New’ Does Not Equal ‘Need’
Sorry CMO, It’s Your Fault• Stop enabling the silos • Changing R&R is NOT OPTIONAL• Multi-department orgs cause
majority of political issues
Customer Experience Council• Not named after any department • Includes all customer-facing and support
teams • Tiers of participation based on subject
matter expertise • Includes CRM, eCommerce, Web, MAP,
etc
Stop Killing The Admins• Many experts without expertise• Top admins have zero free time• Majority of MarTech problems are
100% avoidable – Communicate!
Blueprints Are Evergreen• Quarterly Reviews of Tech Stack • Add Area for Testing New Tools • Have Cost, Purpose, Integration
Cheat Sheet for each tool
Sorry CMO, It’s Your Fault• Stop enabling the silos • Changing R&R is NOT OPTIONAL• Multi-department orgs cause
majority of political issues
Customer Experience Council• Not named after any department • Includes all customer-facing
departments and support teams • Tiers of participation based on
subject matter expertise
Psychic Employees Are Cost-Prohibitive
Inform Ask Align