When you realize that you need to acquire and deploy specific technology in order to take your marketing efforts to the next level (or just to meet your most pressing needs), can you do so simply based on your best judgment? Or do you have to get some kind of go-ahead from IT or another part of the organization?
In this age of Everything-as-a-Service, it is often fairly simple to get the marketing technology you need. In fact, all that access to a content management system or project management tool or analytical software may require is an email address and a credit card. Long gone are the days when you would even have to inform IT of your purchase, since many of the most modern marketing technologies need no special servers, maintenance, or other attention from your technically-inclined colleagues.
Of course, some technologies – full-blown marketing automation systems or an enterprise grade CMS, for example – may need some support outside of marketing, and that might explain why, as research conducted by Andrew Moravick has shown, 80% of marketers surveyed can only buy technology with IT or executive-level approval or, what’s worse, merely play an advisory role in decisions related to marketing technology.
As you can see in Figure 1, however, 42% of Best-in-Class marketing organizations (with “Best-in-Class” here referring to the top 20% of marketing organizations based on overall performance), actually get to call the shots when it comes to technology purchases.
Figure 1: Who Decides What Marketing Technology to Buy?
Why does this matter? Well, as the research indicates, the top performers deliver 66% higher return on marketing investment than the rest of the marketing pack, and technology plays a big role in that superior performance. How? Top performers are twice as likely to to track specific marketing activities as everyone else and 58% more likely to use data and visualization tools as part of this tracking.
Aberdeen also found that the majority of average marketers only actively use four marketing technology solutions, while the majority of the Best-in-Class use seven. What’s more, the latter tend to run more marketing campaigns than their competition.
Sounds pretty good, right? Well, if you would like to be more independent when it comes to marketing technology, you need to think in terms of the returns that it will afford you. That is, it’s not about the newest shiny object. Instead, it’s about the fact that technology, thoughtfully selected and strategically deployed can drastically improve performance and, as the saying goes, “pay for itself.”
Make that case successfully to your executive team and, more importantly, deliver the goods once you have the technology in place, and you can be free as marketing technology bird (if there is such a thing)!
Feel free to read Andrew’s Knowledge Brief, “How to Declare & Win Marketing Technology Independence.” It’s free with registration!