Which systems should you use?
The MarTech landscape is changing at a rapid pace and the number of categories is constantly increasing. With so many niche systems developed to simplify different parts of the sales and marketing process, there is a risk that you will collect systems for immediate needs, instead of building a well-thought-out stack that supports the company's long-term goals. That's why it's important to understand which systems to use, and more importantly, for what purpose.
A first step can be to map and evaluate your existing MarTech Stack. Then you can add systems that are missing, or remove what doesn't work. Evaluate each system based on user-friendliness, complexity, reliability, price, scalability and, of course, key functionality. One tip is to do the mapping based on the customer journey. This will allow you to see which parts of the customer journey are not covered by any system, as well as those covered by several overlapping systems. With this insight, you can then set up a plan for how you want to develop your MarTech Stack, and which systems to prioritize going forward.
Collaboration is key!
Integration and collaboration between systems is crucial for a well-functioning MarTech Stack. Today, different systems in the organization collect data about the customer through different channels, and data often ends up in silos and is not integrated. Having a 360 customer view is the basis for drawing a conclusion and making decisions based on data. The goal is to achieve a unified customer view within the company and be able to work towards common goals. Therefore, data needs to be easily accessible and integrated throughout the organization.
Don't forget to think long-term when you invest so much time and planning. We at Leadfront wish you a great summer!
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