![]() Look for Easy User Adoption and Ease of Use.Make sure that you’re using a marketing tech stack whose technologies can grow with your business and be easily integrated with other solutions. When evaluating solutions for your disconnected tech stack, consider their scalability and flexibility. Prioritize your stack improvements based on their impact on your business and your expected ROI. You probably don’t need to-and probably shouldn’t-spend huge sums of money to change everything at once. Prioritize Stack Improvements Based on Impact and ROI.A disconnected tech stack may be familiar for employees to work with but bad for the company’s interests. Keep this audit objective, with your KPIs as the anchor, and scrutinize perspectives that advocate for the status quo. Make decisions about what should stay the same, what needs an overhaul, and what needs to be removed and/or replaced. Identify gaps, redundancies, and unmet needs. You need to do a thorough audit of your existing stack. Evaluate Your Current Martech Stack Impartially.You’re paying money for most of the components in your stack, so you need to ask yourself: Does each solution pay for itself by driving revenue? Or is it just a trendy toy that you’ll end up canceling in a year? Make Revenue the Driver of Your Stack Strategy.Define success and lay out your core KPIs. Identify Your Top-Level Business Objectivesīefore trying to rehabilitate a disconnected tech stack, you need to know what success looks like.The most important takeaway from Cass’ talk was her roadmap for building and using a marketing tech stack in your business: Cass discussed the challenges of a disconnected tech stack, and we wanted to share the takeaways from her talk and some of the conversations it generated. On the Road with YotpoĬoalition Technologies recently attended the On the Road conference in Los Angeles, put on by Yotpo Partners for marketing leaders to discuss the latest ecommerce trends and innovations.Ĭoalition’s own Cassandra Cross, our Director of Strategic Partnerships, was one of the guest speakers. Using a marketing tech stack long-term means changing with the times. Yesterday’s winning stack simply may not cut it anymore. It may be hard to imagine, but the 2010s are long behind us now and today’s winning ecommerce marketing strategies have evolved from where they were 5 – 10 years ago, and the prices of many marketing solutions have risen significantly. If you build a stack that isn’t suited for the circumstances of your business, its ineffectiveness may not be obvious right away. Different businesses have different paths to success. Transferring data and maintaining integration can be a hassle that gets worse over time as the different pieces of your stack go in their own directions and lose compatibility or new additions to your stack clash with older components.Ī disconnected tech stack might have nothing wrong with it. Third-party apps don’t always play nice with one another. ![]() As you solve different problems your stack may become unwieldy and complex-shedding effectiveness while increasing administration and maintenance costs. Build a Fully Interconnected Marketing Strategy with CoalitionĪ disconnected tech stack can happen in several different ways:Įcommerce marketing doesn’t have a “Swiss army knife” that meets every need. Common Challenges in Building a Martech Stack ![]()
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