CMO Guide To Integrating Marketing Technologies

By Steve Nakata

CMOs often encounter challenges in meeting their business objectives due to their MarTech stack not being integrated optimally to maximize its effectiveness. While they don’t need to know how to design or build he integrations, they should understand some basics to ensure they they have a cohesive infrastructure rather than a house of cards or a set of application silos.

Is your marketing team having challenges in seamlessly planning and executing campaigns with the tools they use? Does data automatically flow from one system to another, or does your team move data by manually exporting and importing spreadsheets?

In supporting your company’s business objectives, you may realize that your existing MarTech stack doesn’t meet your current marketing needs due to one or more systems:

  • Not having the required capabilities
  • Having some but not all required capabilities
  • Having the capabilities but are difficult to implement and/or manage
  • Not being sufficiently integrated with each other

Whether you need to modify your existing toolset, acquire new technologies or a combination of both, you need to ensure all the platforms are integrated optimally to maximize the effectiveness of your MarTech stack. While you don’t need to know how to design or build the integrations, you should understand some basics to ensure that you have a cohesive infrastructure rather than a house of cards or a set of application siloes.

Out-of-the-box integration: caveat emptor

Many MarTech vendors promote that they have built-in integrations to one or more systems. Be sure you understand the use cases that these integrations support. Do they meet a robust set of use cases or only a few? Do these use cases align with yours, or do you have unique scenarios that may not be possible or negatively impacted with the native integration as-is? Can their built-in integration be customized to support your needs? Will it be able to move all your required data to and from the target system and perform necessary functions?

I recently reviewed the integration capabilities of an online survey platform to an MAP. While the vendor was listed as a partner on the MAP vendor’s web site and claimed having native integration support, I quickly realized that the integration was limited to simply passing a link to a survey for a specific set of recipients so that an email with that link can be sent to them. The integration didn’t support the ability to pass the response data from a completed survey to the MAP, which could provide much more value to marketing.

Another important factor to consider is the extent to which your system has been customized. We have consulted with clients that use Salesforce.com (SFDC) for their CRM, and we were tasked with integrating their newly-purchased marketing automation platform (MAP) with it. Some clients had lead and opportunity management processes that required them to customize the data models and functionality in their CRMs. This created difficulty in using the MAP’s native SFDC integration as-is. For some clients, the native integration was customized (e.g., via Marketo sync filter or Eloqua program) to meet their requirements. Others Go to the full article.

Source:: Business 2 Community

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