Hallmarks and Benefits of an Agile MarTech Stack
Despite widespread budget cuts that started with the pandemic, companies have continued to increase spending on MarTech solutions over the past three years. MarTech accounts for 26% of global marketing spending, making it a critical piece of the pie. As marketers deploy more of these tools, they find themselves with increasingly disparate systems and data sources, producing an operational challenge for even the savviest of marketing departments. Enter the era of the agile MarTech stack.
When faced with the issues presented by adopting numerous MarTech solutions, an agile methodology and management practice can help the various pieces fit together in a more usable and understandable configuration. Agile methods center around “sprints” or short campaigns where participants measure effectiveness frequently throughout the duration of a project, iterate to optimize results, and apply lessons learned to future efforts. This doesn’t just apply to the execution of campaigns; metrics must also apply to the technologies adopted to assist with execution, to ensure they aren’t falling short and hindering rather than increasing efficiency.
Eliminate Stack Bloat
It’s a common misconception that more tools mean more options and ultimately a better result, but this isn’t true for a MarTech stack. Adding bloat and superfluous tools makes end goals harder to achieve, not easier. Rather than piling on tools that you hope will solve problems, take the time to think about what you truly need and what you can safely eliminate.
You don’t have to settle for stack that’s just “okay”; in fact, experimentation is part of creating a better stack.
Evaluate your current stack and look for tools that are seldom used. If you aren’t using a tool or extracting sufficient value, there’s no reason to continue paying for it to take up space in your stack. Innovation and exploration are fantastic guiding themes, but not when they result in artificial shackles in the form of a weighed-down stack. It’s always worth exploring new options to see if there’s a new tool that can accomplish more. You don’t have to settle for stack that’s just “okay”; in fact, experimentation is part of creating a better stack. 83% of marketers updated their stack in the last 12 months, meaning there are plenty of options to improve and upgrade a stagnant MarTech stack. However, part of stack maintenance requires removing what no longer works and cleaning up innovation messes. The goal is to have enough tools to do the job with no extra fluff to get in the way.
Make Your Stack Sprint, Too
Once you have a clear picture of your current stack, it’s time to whip it into shape. An optimized stack will create a single source of data truth that provides clarity and increased functionality. Clarity and structure allow you to nail down what tools work together, which tools generate your desired results, and how to best keep the essential tools at your fingertips. Easy, uncomplicated access to portable, flexible, and integrated data ultimately leads to faster insights and actionable lessons, which makes the entire process more agile. Being free of stack clutter lets users focus on progress and faster adaptation rather than struggling with too many tools only to reach a mediocre result.
Don’t assume that the perfect MarTech mix is only achievable with the latest top tools on the market. However, the more you invest in your current marketing tools with greater support, knowledge-sharing, and training within your team, the more value your users will get out of your system – making it more effective and better performing.
Customize and Refine Your MarTech Stack
Too often, businesses think a single clean-up effort is enough to sustain positive changes for the rest of time—but agile MarTech stacks are perpetual projects that require vigilance and maintenance. Don’t treat agile methodology like a one-and-done process, as that will only lead to wasted benefits. Integrate continued support and checks to ensure your stack doesn’t wander off course.
Too often, businesses think a single clean-up effort is enough to sustain positive changes for the rest of time.
With a test, learn and build approach, your team will gain the skills for using and optimizing your tools properly and effectively. With an expert and agile team you can trust, you’ll make the most of your existing tools while testing new tools with ease. What’s more, you’ll learn to integrate and maximize the value of your automation tools across your business as a team—streamlining marketing activities and delivering reports with clear KPIs.
Your MarTech stack is only one component in the collection that creates your digital experience. Many insights and actions stem from data, which relies on a comprehensive but efficient stack—but that’s not where digital transformation ends. Relying on a stack refresh alone to carry your entire presented experience leaves too much on the table to ignore. Contact BlastX to learn how you can upgrade your MarTech stack as a foundational part of your overall digital experience.