Six Steps to Marketing Technology Platform Success
The marketing technology choices you make today will determine your firm's relevance and competitiveness tomorrow.
Navigating the challenges confronting senior leaders of marketing and business development teams in professional services firms today is an immense task – especially if your firm is not among the giants. Keeping pace with the rapidly evolving marketing technology landscape has become increasingly complex. As the saying goes, "it takes a village," and this sentiment holds true even more so now.
Even if your firm is not a behemoth with abundant resources, there is no avoiding the path ahead. Embracing marketing technology platforms, including those powered by AI and generative AI, is not just an option; it's a necessity your firm must consider.
Whether you're exploring a CRM system integrated with an outbound email platform, delving into marketing automation, looking at dynamic sales pipeline opportunities databases, implementing a cutting-edge website CMS platform, or including automated pitch tools enriched by AI, the steps you take today are pivotal and can greatly enhance your outreach strategies in the future.
Since the future starts today, think about these six steps to marketing technology platform success:
Partner with other internal departments. Now is not the time to silo. Your CIO, CTO, CISO, CFO, CKIO, to name a few, frequently focus their budgets on technology initiatives, all of which are easily understood by leadership. Join that thinking and position your platforms based on the value they will add to the leadership of your firm. While marketing technology platforms may be the tools of your trade, you must make those tools responsive to the needs of the management team and other firm leadership, not just your team.
Do not let size concerns hold you back. Generative AI platforms, driven by sophisticated algorithms, can empower your marketing efforts even if you lack a massive budget or extensive staff. These platforms can craft tailored content, streamline lead generation initiatives, and assist in creating a personalized customer journey that resonates deeply. By embracing AI and generative AI platforms, you are not just treading the same road – you are paving a new path for your firm's success.
Know what you do not know – embrace it – and solve it. Ask lots of questions, participate in forums, study, and learn. Start with the inside departments at your firm – and then move on to your network. The time spent doing this by yourself – and your more senior reports – is most beneficial. Do not delegate this research to an intern but to those with significant business experience.
Make sure your budget includes outside help to guide you. These platforms, initially, may seem complicated – but the good news is that there are many external consultants who can help you and your team master them. Try to bring them on early as you evaluate all your product options and their features. They will help you determine the ‘must haves’ from the ‘might as well’ haves – the latter of which often result in delays, cost increases, and a product that is more complicated than it needs to be. And use your consultants not just in the initial integration but the implementation and ongoing extended use.
Planning is everything. The more time and effort you put into these projects in the beginning, the smoother will be your implementation at the end. Make sure your timelines are realistic. Recruit ambassadors of change within your firm - who can help bolster the approval and expected use benefits of your investment. Your end game is to deploy initiatives, not discuss the initiatives.
Do not forget dashboards and analytics. Too often marketing technology platforms are set up for use without thinking through the dashboards that will knock the socks off your leadership team. Know what is important to them and the things they look for in their decision making. Make sure your dashboards present not just data but meaningful insights. Never leave this to the end i.e., your CRM platform needs to be developed with foresight and with data situated and organized, so dashboards are seamless, organic, and updated in real time.
The technologies you propose are not just about catching up; they are about propelling your firm forward in the competitive landscape. When each is tied to your firm's strategy, and used with ease across the organization, your investment, and your team's value will be proven. Remember, as the marketing technology tapestry evolves, your choices today will determine your firm's relevance and competitiveness tomorrow.
