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:
What Six Leaders Learned from their Biggest Mistakes of 2016 – FastCompany blog
5 Rules For Winning Over The C-Suite – FastCompany