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How to F#&k Up your Martech Stack

by Holly Ripley, on 25 March, 2021

Looking for some tip-top advice on how to f#&k up your martech stack? Probably not. But we’re going to give it to you anyway.

Behold, our 5 steps to murder your martech stack…

1. The Bigger the Better

The Hulk, Transformers, King Kong. What do they all have in common? They’re big.

Some might even say… stacked. Coincidence? I think not. If you’re looking to build a strong and powerful stack, the writing is on the wall. It all comes down to size.

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Our good pal Scott Brinker even creates the perfect yearly checklist to make sure you’ve added as many tools as humanly possible to ensure your stack stays hench.

Top Tip: For some extra martech fun, use the Landscape as your marketing technology bingo sheet. The aim of the game is simple: Whoever gets all the categories crossed off first, wins.

2. Blow Budgets on Tech, Forget About the Team

Karen who? David what? Training comes at a price – and when that price could be spent on even more shiny, brand-spankin’ new tech… I think we both know the outcome here.

They’re a bright enough bunch, they can work out the new solutions for themselves. And if they don’t… well, just cross your fingers and hope that they do.

Pour every penny into tech, tech and MORE TECH. It’s only a matter of time before you’ll be able to replace your entire team with tech anyway.

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3. Don’t Document

Ever heard of mother’s intuition? Well, there’s a little thing called marketer’s intuition and that’s even better. No need for documentation here. We have a sixth sense here in the marketing world where all marketers far and wide - just know. And if you know, you know and we know you know. You know? 

Documenting complex processes and procedures will just waste your valuable time. You’ve got bigger fish to fry. Implemented a new tool? Job done. You can walk away with your head held high and wash your hands of all future responsibility. More users need to understand the tool and replicate the set up you put in place? Two words: Marketer’s intuition. They’ll work it out.

4. Think Martech Tools Not Martech Stack

If you’re reading this, you’re probably the kind of person who gets a warm fuzzy feeling at the thought of a shiny new tech toy. We understand, completely. When the big day finally arrives, like a child on Christmas morning rip that baby open and just get playing.

How does it fit with the rest of the stack? Who knows, who cares? Does it impact the connectivity of the rest of your stack? Maybe, but don’t sweat it. You can just bounce from one tool to another with no worry of how your data pushes and pulls, how laborious your processes might become and how disjoined your communications with a prospect might be.

Your new tool is cool and that’s what matters.

5. Don’t Audit your Current Stack

How do you know you need to implement a new solution? If there’s a new solution on the market of course! If you keep your eyes peeled for new solutions, you’ll never have to worry about potential problems within your stack.

Thinking of running a gap analysis exercise? You don’t need to score the current and target states of every tool in your stack to know that you don’t have the newest and shiniest version of this year’s trending technology. If it’s not already in your stack, there’s a gap to be filled.

Auditing your current martech maturity? Old tools are old news. Don’t all things mature with age anyway?

If you spend all your time auditing the stack connectivity, platform utilisation, platform sentiment, ROI AND the risk of your stack – where are you going to find the time to go shopping? Prioritisation is key.

There you have it folks. Your five-stop-shop to well and truly f&#king up your martech stack. Don’t say we didn’t warn you…

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Looking for some more practical advice? Don’t miss #MarTechFest Dial Up Series 3 for some expert sessions on martech stack management.

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Topics:Strategy & Trends

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