A fool with a tool is still a fool.
There are no silver bullets.
The best technology will fail without a strong strategy or business process.
Technology without vision, strategic plan, or compelling use case is a wasted investment.
Do these phrases sound familiar? They should! I know my team and I have acquiesced to these notions after a derailed martech deployment or two. They sound familiar because there is truth to the idea that a new tool or technology on its own isn’t going to mean the difference between outperforming and preserving the status quo. The “golden rule” has always been strategy before technology.
But I’m starting to believe that the old rules (golden or not) no longer apply.
Each day, point tools are creating markets by shining spotlights on business problems and painting pictures of a better way. Today’s martech landscape is like a women’s magazine, advertising countless get-in-shape fixes and miracle hacks – and marketers are desperate to show a digital capability that outpaces their peers.’ With a pace so frenetic – how can you reconcile a strategy-first approach every time?
The answer? You don’t. Because technology has critical role in informing your strategy.
In the same way that Account-based marketing and revenue has dissolved the linear progression of lead qualification from marketing to sales, so too has the “strategy before technology” requirement been made irrelevant. In both scenarios, sequential activities have been replaced with cross-function and collaboration. The digital transformation’s agile imperative is being acknowledged both in how we go to market, how we sell, and how we select the technology to support those activities.
It’s not a wise or efficient use of time to plan effective strategy without simultaneously considering the technology that’s available to support it.
If you refuse to consider both in concert, you’ll end up with two scenarios:
As marketing and sales leaders, you have a mandate to be aware of what the current tech landscape can offer you as you plan for how you’ll meet your revenue targets.
Here are some ways to stay ahead of the curve:
Happy martech events season, friends! Hope to see you out there!
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