Introducing marketing technology correctly

To succeed in marketing, you must be comfortable, and adaptable, to change. Today, outside of sales, the largest interaction that marketing has with other functional business areas is with information technology.  The advances in technology has completely changed the way companies market their products. Firstly, the ability to gather data, if used correctly, gives companies a much better opportunity of understanding its customers. Alongside this, how companies reach their customers is changing – the myriad new platforms and services IT advances have provided, means companies need to engage with customers across many different platforms, in many different ways – understanding the data and customer behaviours from this, is crucial to success.

The key questions I see again and again include ‘how do we decide which technology platforms are right for our needs?’, ‘How do we use tech to best understand and target our customers’, ‘how can we understand the terminology and translate this into business needs’ and ‘’How do we implement new technologies?’.

This third question is very important, but often overlooked, in a rush to try and implement as much tech as possible, in one go. This can create resource challenges and distractions for the business. How marketing teams manage the introduction of new technologies, is critical.

Evaluating tech needs is step one – the sequencing and interplay with other tech needs should be identified first. It is also important at this stage to arrive at a common level of understanding between marketing and distribution about the new technologies being introduced.

From there, breaking down any implementation into smaller projects is a smart way to get started. Developing a mentality of making manageable, incremental changes, over time that gradually leads to your organisation meeting its objectives.

For example, if you are introducing a new Customer Relationship Management System (CRM) you don’t need to plan for everything in one go. The most important first step is to add all client and prospect contacts into the CRM and develop robust processes and business rules, to ensure your sales and client service teams all use the CRM system in the same way – sounds simple, but getting it right from the outset will set up you up for success later on. Areas to align on include pipeline management, activity tracking and reporting.

Firms can then move on to the next enhancement, which for the CRM example mentioned above, might include integration with their business information (sales/flows) or content engagement with clients and prospects, such as personalised email communications. This helps foster a culture of continual improvement, but also maintains momentum and pace in the business – avoiding situations where the introduction of new marketing technology can completely overwhelm a business.

Please contact me for an initial discussion – Andy Crummey +44 7788 560973 or

Call me for an informal discussion about your marketing challenges.

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