Is Martech Messing with your Integrated Marketing?

What are the missing pieces to drive stronger alignment around your integrated marketing initiative, and what role does martech play? Read my 3 recommendations here.

Have you noticed the sheer number of live events and webinars hosted by marketing technology companies? Some of my clients receive 15-20 invitations and phone calls per day.

It’s an exciting time to be a modern marketer. But I believe the marketing technology (“martech”) boom is both a blessing and a curse. It is often shaping—if not overshadowing–today’s integrated marketing initiatives.

According to the Direct Marketing Association, “integrated marketing is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.” As we witness the proliferation of martech investments and tools (7,000 and growing), we run the risk of focusing on software tool capabilities, versus our customer imperatives and business goals behind the integrated marketing initiative. This tendency is causing greater complexity, confusion and misalignment within modern marketing organizations.

In my latest blog post, you will learn why this obsession with creating the perfect marketing stack is contributing to a growing challenge in our CMO community: aligning internal teams towards a common business goal. In our latest CMO Innovation Trends study, a “lack of internal alignment” rose to the top of the list of CMO challenges for the first time in four years.

What are the missing puzzle pieces to drive stronger alignment around your integrated marketing initiatives, and what is martech’s role in that strategy? Read my 3 recommendations here. You’ll also be inspired by C-suite executives from Siemens, Accel-KKR, and Instapage.

Copyright 2017, Lisa Nirell. All rights reserved.

Other posts you will enjoy:

4 Causes of Mobile Marketing Strategy Triage

What Six Leaders Learned from their Biggest Mistakes of 2016FastCompany blog

5 Rules For Winning Over The C-Suite – FastCompany

Comments open: True
Okay

Related Posts

The Amazon hiring machine, which promises to add
25,000 new jobs in DC the coming decade, has arrived with great fanfare. With 3.7% unemployment in our region, hiring and
retention is on every leader’s mind.

Local, smaller firms
have good reason to be are worried. Sadly, many are still in denial.

Thankfully, our
clients are thinking differently. They are being proactive and creative. They
are not following the hiring herd.

This month, our
private Marketing Leaders of DC™ discussion focused on how CMOs can dramatically improve their
ability to attract top candidates—even when Amazon is invading your space….

Read More

At this moment, at least half of my CMO clients are launching a
reorganization or marketing transformation initiative. This ushers in
discomfort, chaos, and uncertainty.

Some will steer their ship through rough waters. Others will hide
below deck just to avoid confronting the tension and discomfort that any
transformation naturally creates.

In my two decades of witnessing hundreds of marketing and sales
transformations, I have seen four common myths that can derail a perfectly good
plan:…

1.

Read More