Marketing Jenga

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With all the talk about AI automation, a reevaluation is taking place within marketing functions regarding current marketing technology (martech) stacks and how they should incorporate AI. But how do you choose from over 15,000 martech solutions? Marketers may be spoiled for choice, but they're also overwhelmed by it. 

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Reality check

Unfortunately, what often happens during evaluation periods is adding more tools to the stack or shifting to a new shiny tool to check off a box. This results in a bloated, inefficient tech stack over time.

A common pitfall is treating martech as separate from the marketing strategy. A marketing strategy needs to be in place- followed by a channel strategy- to map out your martech stack. Otherwise, there’s a risk of adding a bunch of software you think you need, not what you actually need.

Having evaluated and implemented martech for a better part of a decade, I can tell you that, if not planned and implemented correctly, it becomes an expensive mistake.

How to find the right tools to serve your strategy

What goes into a martech stack depends on several factors: industry, market, budget, and team size, to name a few. A large FMCG brand would most likely invest in marketing mix modelling, reporting and social listening tools for example, whereas an e-commerce player would invest in analytics, SEO, and email marketing solutions as the bare minimum.

Here's how I approach martech evaluations, and it has never failed me: