The 4Ps of Marketing Technology is a 4-step action plan to assess, discover, manage and implement marketing technology across:
- Plan & Strategy
- People & Teams
- Platforms, Apps & Ecosystems
- Process & Operations
The Plan & Strategy stage will allow you to audit your marketing activities in a methodical way. Our scoring matrix and prioritisation process will help create a roadmap to drive your business goals. It’s the start of making sure your marketing tech wraps around your plan.
The People & Teams stage will then make sure you identify the skills and knowledge you need to deliver your roadmap. From upskilling, restructuring your existing team, hiring new staff to adding consultancy partner(s). You need to invest in people starting with someone to own your marketing technology function.
With a plan and the people in place, your Platforms, Apps & Ecosystems stage becomes the focus. Our 5-step methodology will take you from classifying marketing tool stages from the planning audit, defining and visualising your stack framework, mapping your data process flows, selecting vendors to maintaining and developing your marketing stack. It’s not quick or easy and it’s never done. Don’t underestimate the importance of the need for someone to own your martech function.
The fourth stage Process & Operations is about how you make sure that your martech projects and plan are executed. How the nuts and bolts are configured so you operate efficiently. We recommend your processes centre on adopting agile management working to make sure you operate adaptively and nimbly. Consider the RACI matrix to clearly define areas of responsibility. Your marketing operations function also needs to evolve to fully take advantage of your data and tech stack. Embracing automation, data and analytics are some of the key areas that help move your marketing to a data driven, performance focused and revenue measurable function.
The job is never finished, the 4Ps of Marketing Technology is a perpetual cycle, each spin evolving, learning and improving.
[Please note for our updated and extensive overview of the 4Ps of Marketing Technology framework you should checkout our Fundamentals of martech digital learning course here]
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