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Martech-Report-22-23

The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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Three Ways to Map Marketing Automation to your Business Scenarios

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One of the most common mistakes with Marketing Automation implementations is to put technology decisions at the forefront of driving change, without understanding what the outcomes need to be.

Given that the average marketing and sales stack has 14 pieces of technology in it, it’s not surprising that many are blinded with choice and overcomplexity.

To avoid falling into this trap, start with your business growth objectives in mind:

  • How do these translate to where you need to be with marketing over time?
  • How can you get there most effectively?

Three Ways to Map Marketing Automation to your Business Scenarios

Once you have established these, start with designing frictionless buyer outcomes, followed by the understanding that you need the right culture and team. Only then can you go on to match this to the technology, which you can easily do in just three steps:

  1. Begin with your audience in mind
    Then think about how you can optimise their buyer journeys, creating an ‘art of the possible’ version of what you require.
  2. Break this gold state customer journey down
    Into areas you can start improving from day one of your migration… and those improvements which should be road mapped for the future.
  3. Address the organisation part now
    Identify gaps in your capabilities and define your ideal target operating model. Break this down to individual role profiles to assess what the needs are around training and wider enablement activities. Or perhaps you need to redefine the structure of your Marketing Operations team or introduce new capabilities?

Need more help with mapping Marketing Automation to your business scenarios?

Register for a free Insights to Impact Health Check with one of our consultants and in just one hour we’ll help you create a basic roadmap to get you started!