You’re ready to implement a new marketing technology. Beyond choosing the right tool and vendor, there are countless other considerations: How long will the implementation take and what’s the expected time to ROI? How will our processes need to change? Who will take the reins over the long term? to name just a few.
With so much to consider, it’s all too easy for marketers to miss an important step. So, we asked several marketing industry insiders, “What’s one important consideration that marketers tend to overlook or underestimate when implement technology?”
Their responses will help guide you as you outline your marketing technology implementation project plan. ...
CMO, North America, Momentum Worldwide
Collaboration, integration, and diversity of talents are the currency of business. It is this diversity of thought and practice that brings the best and right results for business. But some marketers underestimate the importance of cross-functional unity when implementing technology.
As the pace of transformation accelerates, it’s hard to even imagine companies operating in silos. Departments that have functioned completely on their own for years are now knocking down doors to work with others in the business to avoid being obsolete. Creative teams are aligning with the analytics team, for example; technology teams often sits at the center of the creative process along with creatives.
We are well past the tipping point when abundant new technologies are disrupting traditional industries. That means departments can no longer function in the silos they once did. Cognitive intelligence, VR, augmented reality, and any other number of technologies are revolutionizing the ideas marketers and their agencies bring to the table. Marketers who want engagement beyond a campaign’s shelf life must add a tech component. That means departments need to come together and find a way to deliver first-rate ideas that are cohesive and reflective of a larger strategy.
Buy-in is essential across all departments and levels within an organization when planning to implement any technology. Aligning strategies across departments from the start is imperative for ensuring that a new marketing technology isn’t implemented in a silo within marketing. Creative, technology, analytics, and research teams have their respective goals, agendas, and deadlines. All are masters of their craft and understand how their piece of the puzzle operates within the whole of the company. Breaking down silos between these teams leads to breakthroughs.
The onus is on leaders, specifically CMOs, to make sure stakeholders from across departments are having open conversations about these technologies. Will or won’t this technology fit into the scope of a campaign? How can we harness it to push the needle toward growth?
If each department is not actively communicating to agree on a unified goal, a project will fail. That’s why aligning strategies from the start, and securing that buy-in, is essential for pushing boundaries and creating breakthrough work.