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The CMO's Imperative: Martech Stack Optimization From a Leadership Perspective

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PAGE 3 How can marketing leaders foster a connected strategy? Marketing technology has not only proliferated in the past decade, it has matured. While early adopters had to put up with temperamental solutions that hadn't worked out all the kinks, today 's martech is stable, reliable, and increasingly easy to integrate, adapt, and manage with little to no need for IT involvement. That's both a blessing and a curse. With so many options available, and so many opportunities within reach, it's easy to see technology as the silver bullet. For that silver bullet to really work however, we must change our mindset. We need to stop thinking in terms of campaigns, and start thinking in terms of connected strategy. It's challenging to move away from fallback vanity reporting and into revenue attribution reporting. And that means we are often still looking at the wrong metrics. We're thinking too small, and the point of martech— and its tremendous power—is to enable us to think big and scale. To break this cycle, we need to think differently about everything, including marketing's purpose in the organization, its relationship to other business functions, and the role that technology plays in supporting our overarching strategy. We need a framework for identifying and leveraging the resources required to deliver business growth. As marketers, we must adopt a new language and look to a new horizon. We need to see and talk about ourselves as a critical part of the organization's revenue machine. We need to improve how we're tracking attribution, increasing customer lifetime value, reducing acquisition costs and mitigating customer churn alongside other factors that enable us to optimize and prove our impact on revenue. Leaders have a unique perspective on topics that allows them to cut through the clutter and identify the most important criteria, and as a result, make the best possible decision. For B2B companies, how you build your martech stack is a complicated decision. The MarTech Stack Optimization Report From a Leadership Perspective provides unique insight because it includes data that is exclusively from leaders. Review the report and formulate your plan based on the insight and expertise of other leaders.

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