Overwhelmed by the expanding martech landscape?
The pace of innovation is staggering. Nowhere is that more evident than in the sales and marketing automation space. Marketing Technology (MarTech) holds amazing promises for companies wishing to go beyond sales funnels to attract, convert, and delight buyers at every stage of the customer lifecycle. But the growing number of vendors and software solutions make it increasingly difficult to ensure you’re making the right investments.
Our Technology One consulting service is designed to take the worry out of building, evolving or integrating your martech stack. We speak the language of marketers and technologists, so we can help your non-technical marketing experts bridge the language barrier with internal IT (and turn IT into willing allies, not a roadblock). We’re also vendor and technology agnostic, so you can trust that the recommendations we make are in your best interest, not anyone else’s.
We focus on the “why” before the “what.”
People: New technology must be adopted by your people in order to succeed. We help increase adoption by understanding user behavior and planning for the worst-case scenario.
Process: Platforms are worthless if they don’t automate and integrate processes that align with realistic, overarching business objectives. We validate your objectives with a 360-degree analysis of your market, customers, and competitive landscape, and refine your workflows to ensure success.
Data: There is such a thing as too much data. We enable you to quickly gain the insights most important to your business by mapping key data outputs to a prioritized list of your objectives.
Platforms: Before a single technology decision is made, we ensure that everyone is aligned to a holistic customer acquisition and retention plan to drive feature requirements and consensus.
What you want to do.
What you “think” you need.
What you really need.
How does it work?
Here’s a high-level look at a typical Technology One engagement.
Step 1: Business Requirements Discovery
We begin by working with you to fully understand your business goals and challenges, as well as your strategies for growth. Then we examine your existing marketing technology stack, associated workflows, integrations, and usability for each type of user.
We’ll map this preliminary assessment against current and planned sales and marketing efforts and revenue targets to reveal key functionality and scalability concerns, and to determine new workflows that may need to be considered. Then we’ll help drive consensus around a shared set of business requirements across sales, marketing, IT and your executive team.
Step 2. Technology Stack Assessment
After mapping the business context behind your existing workflows and technology platform decisions, we perform a high-level ROI analysis on your current sales and marketing platforms based on costs, efficiency, and impact on each team as well as your overarching business objectives. We’ll identify:
- Where platforms converge or provide redundant capabilities
- Integration points and areas of data disconnects
- Mission-critical systems and targets for replacement
- Direct and indirect costs associated with each platform
- Roadblocks and opportunities for improvement
Step 3: Gap Analysis
In order to determine the ideal martech stack for your company, we perform a complete accounting and viability assessment on your overarching business goals relative to the market, forecasted sales, competitive landscape, and internal resources and capabilities.
We map your goals, people, processes and workflows with the current and future role of each technology platform, and document internal IT requirements and support policies to ensure alignment.
Step 4: Your New Martech Stack Blueprint
Based on all the steps thus far, we are able to recommend the appropriate technology platforms and vendors that meet your requirements at each stage in a fully integrated marketing, sales, and customer experience journey. We share our recommendations and the key features and attributes that led us to our decision. These include:
- Ease of use
- Integration capabilities
- Implementation timeframe
- Recurring costs
Our blueprint provides everything you need to evaluate and communicate our recommendation to other senior leaders, including the purpose, functionality, success metrics, spend, and integration capabilities of each product in the stack.
Step 5: Alignment and Next Steps
We help you gain alignment and agreement across all internal stakeholder teams and make recommendations for how to proceed depending upon your unique requirements and objectives. This could include managing the implementation and integration process with third-party vendors, or developing an integrated reporting solution for all of your key stakeholders.
Need help managing the vendor RFP, selection and onboarding process? Check out Vendor One.