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The Gist
- Optimizing digital operations. Effective digital operations require integrating martech for enhanced efficiency and ROI, spearheaded by strategic collaboration and communication.
- Navigating digital complexities. Overcoming the hurdles in digital operations demands behavioral change and a strategic, streamlined martech stack that supports growth.
- Cultural transformation in digital operations. The alignment of martech with digital operations hinges on a supportive organizational culture and staying at the forefront of technological trends.
The harmonization of marketing technology (martech) and digital operations has emerged as a critical determinant of organizational success.
Sounds easy, right? It really isn't.
"Of course there is time and money challenges and fear of loss of data but the biggest of all is behavior — as much as teams want operations to be better, when it comes to doing it, it’s perceived as an obstacle or it's not prioritized," said Dina Wasmer, president and chief marketing officer of Incite Creative. "Internal behaviors get in the way of progress and further delays and cost creep."
When integrations come from the top-down, are made priorities and include education on the benefits throughout all departments, there is a greater appreciation and acceptance and participation of the process, according to Wasmer.
"It goes much smoother and successfully when that happens," she said.
Wasmer and others helped us determine the best ways to align martech into the greater fabric of digital operations, offering a strategic playbook for businesses intent on forging a path to heightened efficiency and amplified impact.
Synergy Between Martech and Digital Operations
Understanding the synergy between martech and digital operations is essential for any forward-thinking business. Wasmer said a more integrated approach includes a scenario where "departments and data seamlessly flow and are accessible to each other to improve efficiencies, customer service and ROI."
This view is complemented by Jonah Cait, VP of product at Reticle, who sees martech and digital operations as mutually reinforcing entities, suggesting that "without digital operations to harness this data, martech would not be useful or efficient. ... I would characterize it as a symbiotic relationship. You need one to benefit from the other. Martech can capitalize on digital operations' data management capabilities to target audiences, personalize marketing efforts, and optimize campaigns."
Laia Quintana, head of marketing and sales at TeamUp, simplifies the concept by stating, "Martech is the engine that powers our marketing strategies, while digital operations ensure that this engine runs smoothly."
Related Article: Are You Measuring Your Martech Correctly?
Strategic Alignment of Martech and Digital Operations for Business Impact
Strategic alignment is crucial for the symbiotic relationship between martech and digital operations to thrive. "Communication, transparency, outside-in best and ideally agnostic advisors who pull back the curtain and start with a strategy and roadmap before you start throwing tools and SaaS around it," Wasmer advised.
This strategic starting point is vital to create a framework within which martech and digital operations can align effectively. Quintana emphasizes regular interdepartmental communication, advocating for "regular meetings and updates to keep everyone on the same page."
Overcoming Challenges With Martech and Digital Operations
The path to integrating martech with digital operations is fraught with challenges.
James Taylor, SEO strategist at Embryo, discussed balancing act required to navigate the martech landscape: "It can be very easy to overspend on a multitude of tools that don't integrate well and in fact, double up on functionality," he said.
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One of the most common challenges businesses face is integrating martech with their digital operations in a way that is scalable without becoming overwhelming, according to Taylor.
"The martech landscape is complex and constantly changing, and it can be a tricky balance to both stay innovative and ahead of the game, while also retaining a solid core tech stack that you can rely on," he said. "... Constantly adding new tech into the mix also makes it difficult for teams to gain an in-depth understanding of how to get the best out of each system."
The suggestion: think strategy first and tech second, according to Taylor. "If you have a clear strategy," he added, "you can take a step back and evaluate your full tech stack, identifying exactly which tools are essential and capable of growing with you, and cutting out any additional bloat. It can seem a daunting task to do this, but it's probably one of the most effective ways to propel yourself forward."
Related Article: A Definitive Checklist to Reduce Marketing Technology Sprawl
The Imperative of Technology Integration for Strong Digital Operations
On the topic of technology integration, Wasmer said technology integration is a must for brands wanting to grow and compete. With free and cost-effective CRMs, that’s low-hanging fruit, she said, and "no one should have a hodge podge of contacts in a myriad of places with no one single repository."
Sales teams with their own contacts diminish brand value if they leave the company. Data including first-party contacts is a key determinant of value. Financial, sales, industry, marketing and other data analytics are essential for knowing where your business comes from and how effective and profitable you are.
"Too often companies rely on gut instinct or anecdotal information," Wasmer said. "When you pull back the curtain you find a lot of dirty data. Financials that have been lumped into random categories or inventory not accounted for. It’s not an overnight project but when you get everyone committed and on board, cleaning up and organizing your data to get the most intel from it is a real eye-opener and will set you on a successful course vs. unknown and guesswork. AI tools can help with organizing and analyzing the information but it will take people and collaboration to 'unpack' your starting point which may involve several years (3-5 minimum) of data."
Prioritizing the integration of technology, inclusive of CRM and analytics, is a business case like any other, according to Cait. "How much incremental capacity is generated via automation? What’s the value to the business through standardized reporting practices? In terms of best practices, it’s always best to know your stakeholders and make investments that facilitate alignment and returns," Cait said.
Organizational Structure and Culture
The culture within an organization plays a pivotal role in the successful integration of martech and digital operations. Wasmer discussed the importance of leadership and cultural alignment: "If there’s not buy-in at the top, it will be a hot, expensive, time-consuming mess," she said.
Cait sees the need for cultural shifts, where "individuals are incentivized to achieve goals that benefit both the business and the individual. Using systems, such as OKRs, have proven to be highly effective at outlining how efforts align with business drivers, ensuring that contributions are celebrated along the way."
Related Article: Top Strategies for Achieving Marketing & Sales Alignment
Enhancing Customer Experience
The alignment of martech and digital operations is instrumental in enhancing customer experience. Quintana believes that this alignment leads to increased "customer engagement and loyalty."
By merging these martech and digital operation strategies, you gain insights into customer preferences and behaviors, according to Cait. "Suddenly, marketing starts to feel tailor-made," he said. "In a Statista survey of consumers last year, 81% of Gen Z said they preferred personalized ads. So when martech and digital operations are aligned, companies are more likely to reach such a level of personalization, which engages customers."
Preparing for the Future of Martech and Digital Operations
The future of martech and digital operations integration is what companies make of it, according to Wasmer, who added, "Those that ignore the need for operational integration will fall further and further behind. Those that embrace it will excel." She suggested that embracing AI and remaining adaptable are key to staying competitive.
"There’s going to be a continued focus on automation and AI to streamline efforts, increase internal capacity and focus on insights generation to focus operating capital," Cait said. "Companies should prepare for these developments by assessing their investments — including the structures of their teams, software, and associated switching costs — and assign internal product owners to focus on internal innovation to stay ahead of the curve."
