If you rewind to the early 2000’s, a MarTech landscape strategy didn’t exist! But for many companies today, MarTech stacks have indeed grown extensively and organically. Why so much MarTech in your stack? We were all just so amazed that there was a technology out there to solve our pain point, that we bought it! Although we kept buying one-off technologies to solve our problems, it has led to the unintended growth and MarTech stack inefficiencies.
Now we know better – we know there are over 7,000 marketing technologies out there and if you don’t step back to navigate this space, you will create a junk drawer of technology instead of a well-organized, integrated stack you need for marketing success. It’s time for a MarTech stack evaluation.
It’s likely that given the current state of affairs this year, you are interested in NOT spending money on technology that isn’t providing you added value.
Step 1 – Create a MarTech stack inventory. If you don’t already have one, that’s OK – download this toolkit to help!
Step 2 – Review your MarTech stack inventory and ask yourself:
Is there technology here that isn’t being used? $$ savings!
Are there users or licenses that we should be consolidating? $$ savings!
Is the technology providing the expected value? Or is it time to cut the identified technology from my budget?
For companies that are needing to operate at a bare bones level right now, align your technology to your 2020 priorities and goals. Get started with our MarTech Stack Evaluation Executive Toolkit and start saving today!