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As discussed in my last post, the MarTech conference was an exciting meeting of the minds between marketing and technology brains. Enterprise software is once again in the limelight as businesses use technology to power their marketing department.

Martech 2015

What do the plethora of tools and platforms mean for your business, and how can you stay one step ahead? Below, I lay out thoughts on both the opportunities and challenges that come with new software solutions.

The Opportunities:

  • Just as the software industry developed approaches, such as agile methodology, to encourage responsive and iterative development, marketing too now has an opportunity to improve its agility. With user friendly tools to organize plans, budgets, and content, as well as an ability to analyze data in actionable forms, marketers can continually improve their programs and campaigns to drive better business results.
  • Marketing technology strengthens creative license – if you can imagine it, you can probably build it, too. A better collaboration tool to plan and execute campaigns? Video marketing that caters to the buyer’s journey? Omnichannel personalization? Everything is possible.

The Challenges:

  • The fact that everything is possible is both a blessing and a curse. Where does one begin? During lunch at the conference, my table began discussing the challenges of rationalizing and prioritizing marketing spend on the sheer number of software solutions out there. As framed during the conference opening by Scott Brinker, the Program Chair, building a “marketing stack” is more strategic than dumping everything into a “marketing pile.” All the various solutions sound fantastic and useful – but understanding how each fits into the needs of your business, at this point of time, and with your goals, can be the key to strategically building out your marketing stack.
  • Even with a carefully planned marketing stack, another challenge arises: integration. As CMS Wire has covered, integration is a top challenge for half of marketers. Adopting several different solutions can be helpful, but not if they don’t speak to one another or to your existing technologies. Integration was repeatedly raised during the conference as a critical business and technology priority, and should be one of the first questions you ask about when speaking to marketing technology vendors.
  • We need systems, not just solutions. Indusa may be a technology company focusing on software services, but we know that technology is only as good as the people and processes that surround it. Marketing technology is no different. A session during the conference by Patrick Spenner of CEB focused on driving soft changes – training marketers (and sales) to go digital, and reimagining processes to make the shift.

At Indusa, we’re excited about the new possibilities software is offering marketers everywhere. We also are aware of the business realities that underpin any software solution.

What has been your experience with marketing technology – both the good and the bad?

About the Author – Shital Shah

Shital Shah has diverse experience in management and strategic consulting with technology-based businesses. She has managed global teams and led projects in 16 countries. Shital focuses on strategic and operational planning and management for Indusa.


Topics: Technology