There are over 8,000 marketing technology (MarTech) tools that improve marketing’s impact, effectiveness, and efficiency. The tools are also at the center of most organization’s customer and user experience strategies. Successful utilization and adoption of marketing technology is only achieved when organizations adapt their marketing strategy, processes, and organizational design.
Too often organizations focus on the technology and spend too little time on the marketing transformation required. While a successful marketing technology implementation requires technology, data, and project management expertise, it also requires highly specialized marketing expertise and significant time devoted to marketing strategy and change management.
C&E practice lead Colleen Scollans has developed a proprietary framework for Marketing Technology. The 12Ps of Marketing Technology © starts by mapping an organization’s strategy to marketing technology capabilities. This capability approach ensures organizations are focused on the business value marketing technology can bring to the organization. With a strong focus on the change needed within marketing, the 12Ps drives the entire MarTech process from capability prioritization to benefits realization.
Marketing Technology Capability Audit & Prioritization: Do you know what marketing technologies best fit your needs and goals? Would you benefit from a capability audit that maps your strategic priorities to marketing technology capabilities? Do you need a framework to help prioritize and plan your MarTech roadmap?
Marketing Technology Strategy, Selection & Implementation: Do you need a marketing partner to take you through the entire marketing technology process from planning to benefit realization? Is your Marketing Team prepared for the large strategic and organizational change needed to successfully implement marketing technology? Would you benefit from a framework to increase adoption and utilization of the new technology?
MarTech Project Support: Do you need an experienced marketing leader to oversee a marketing technology project? Do you need help in choosing the right MarTech vendor? Do you want to avoid the common mistakes made in Martech projects?
- Top Trends in Marketing Technology
- The 12 Ps of Marketing Technology
- The Marketing Technology Business Case – How to build a case for change
- MarTech Deep Dives