Set a clear path
Just like a GPS, you need to know where you are going. There should be a clear understanding of investments and impacts from the organizational to the direct impact level, and these should be used to define priorities and focus money on activities that are essential to the success of the company.
Combine the qualitative with the quantitative
Companies often turn to data when it comes to understanding, but data is only half of the equation. Turning goals into reality requires having an in depth understanding of your customers, and pairing that with actual buying behavior so you know who your customer is, what they buy, why they buy and how much and how often.
All customers are not created equal
The power of understanding your customers lies not just in the knowledge you have, but in the actions you take. The value of pairing customer personas and behaviors comes from the ability to prioritize what you focus on and who you focus on, allowing you to isolate the variables that will ensure maximum impact.
Have technology that enables your strategy
Technology exists to enable the people and processes in a business to be more effective. Ensuring that the technology you implement is serving your organization and your goals is essential, and it should always be evaluated in that context. Aligning your people, processes, platforms and data with your company's long term strategy enables a MarTech stack that serves an entire organization, and sets you up for long term success.