The tech might not be the problem
You might be eager to switch out a martech solution because you feel like your current tool isn’t fully meeting your needs. But before you look to replace it, dig into whether the issue stems from the solution itself.
We encounter a very common situation when a marketing org brings us in. They’re frustrated with the technology they have in place, but the problem usually lies not with the tech itself, but with some combination of:
- Poor implementation
- Improper or nonexistent integration
- Lack of process around the tech
In other words, before you give up on any piece of martech, look at the support system you have around it.
Here’s the thing: putting a new solution in place won’t solve a lack of implementation, integration, enablement, or support. Any martech — whether it’s already in place or new — deserves a fully fleshed-out process for using it, both on its own and as part of your martech stack.
Make integration your #1 priority
In the aforementioned martech swapping survey, only 8% of respondents say they made the switch to realize better and easier integration. But we argue that integration should trump new features by a long shot.
Individual martech can only do so much. A powerful martech stack is the key to a high-functioning, highly efficient marketing department that truly understands its customers and delivers meaningful, engaging experiences. You need data to flow between your tools and platforms so you can get a comprehensive view of your customer journeys and syndicate your products in real-time. Make integration your highest priority.
Unlock the full suite of available features
Before you ditch any martech, make sure you’ve made the most of it. It’s more common than you might think for orgs to swap martech to get a feature that their existing solution already has.
The martech you have is already established. Before you go through all of the work of changing it out, put in a little work into making sure you understand all of its capabilities. You may discover untapped potential that can help move you toward your goals for your stack.
Remember, a one-time implementation project usually isn’t enough. While your general processes have evolved and new requirements have come up, your processes around the technology might have remained stagnant. In fact, it might have even rolled out new features you’re not using yet. Even so, it’s generally more common for organizations to spend money on a new technology rather than an old one. This perpetuates the cycle, leaving you stuck with unevolved martech.
Your martech needs to grow with you. Think of it this way: investing in technology is like buying a seed to plant and maintain over time, not a fake one you pop in a vase and forget about.
Consider the investment before you switch
Even when a new solution catches your eye and seems like it can do more, explore what it would cost — in money, time, and energy — to make the swap. There are absolutely cases when the change is well worth it. When the time is right, we see value, times-savings, and return on investment with martech swapping.
But remember that deploying a new martech tool o requires the entire marketing org to learn how to use the new martech, along with the processes surrounding it.
Long story short, make sure you're looking at the right pieces and confirming the need — and balancing it against the investment — before you go for it.