Digital marketing evangelist Avinash Kaushik was spot on when he said “invest 90% of your effort in the people”. Having a tight, expert team is the difference between success and failure when it comes to marketing and data technology. An organisation can select the best piece of technology in the world, but its true value cannot be unlocked without the appropriate expertise to implement, integrate and optimise it. For instance, a particular technology may claim to deliver X,Y and Z straight out of the box, but in reality it will need careful configuration and this means having the right talent available.

Many organisations may find however that there is a talent gap when it comes to this process yet, in bringing together a virtual team of subject matter experts, this void can be filled. This requires a mindset shift; developing relationships with contractors or even gaining support from a third party agency that can manage this process and the required expertise.

This is especially true in terms of integrating new technology with existing systems. Organisations need to really understand how certain technologies work with others, as well as the strengths and limitations of both existing and new technologies. For example, making sure marketing automation tools work closely with CRM tools to help track the entire customer experience.

If a new technology is not integrated correctly, then adoption rates are likely to be low, it will be perceived badly and ultimately it will not provide the required return on investment or solve the issues it was bought in to address.

It’s also not just technical expertise that is needed. Your team also needs to be expert communicators and bridge the gap between both marketing and technology, but also the rest of the organisation. While the ‘war’ between CIOs and CMOs might not be quite the battle it has been made out to be, the fact remains that all too often, marketing technology can often be purchased in silos, which are then not integrated. For example, 85% of CMOs say the biggest barrier to cross channel marketing is customer data that is unavailable or spread out across disparate data sources and assets[1] and all too often, marketing, digital and data are seen as departmental issues, when in fact they are enablers for every part of the business.

Indeed, for organisations to become truly customer orientated, an overall cultural shift is needed, which is championed by the leadership team. This can be achieved by obtaining stakeholder buy-in across the business and by ensuring that they are regularly communicating about how the implementation and integration process is progressing and highlighting success in areas where value can be demonstrated quickly. A failure to do so, will only bring about further challenges and inefficiencies within the overall strategy.

Over the last few weeks we have been sharing our advice for achieving data technology success, featuring excerpts from the ‘Ask The Experts’ report.To read the report in full request your copy.

Bench also runs regular ‘Knowledge Bench’ events, which are informal forums for interested and like-minded people to get together, share data and marketing technology challenges. Find out more or Register to attend.


Get in touch to find out more.


[1] Econsultancy Data Driven Marketing Trends 2015


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