Look Beyond Features and Price to Maximize the Value of Marketing Technology
- Consider how any new marketing technology will fit in with the systems you already have in place. Otherwise, you could end up incurring unexpected costs, especially in implementation time, efficiency, and employee morale.
- By taking a full-system perspective, you may find ways to improve not just your own operations but also those of other departments, thereby bringing additional value to your organization.
“A clunky process can create more work for employees. A new technology might give you a new capability, but if it requires entering the same data into two different systems, productivity decreases and employees are less satisfied and motivated.”
Historically, when marketing teams have evaluated a new technology, they’ve tried to strike a balance between features and price. I’ve realized, though, that a third pillar is necessary. You need to look at your overall workflow and the other technologies that are already in place. Then, evaluate any potential new purchases with that in mind. Perhaps you’re looking at a vendor that offers the price and features you want, but the application doesn’t integrate well with your current technologies. That could make implementation difficult and time-consuming, which ultimately raises the total cost.