Marketing technology has never been so abundant. According to Forrester, by 2022, companies will spend over $6 billion annually on analytics tools and services alone. Nearly ten thousand martech tools are currently on the market. The problem? Without proper tech management, there is the possibility of too much of a good thing.
According to Gartner research, 29% of marketing leaders are having trouble of some sort. They report that training their existing talent on martech is a “major” challenge. The top barrier to success? 56% of marketers report overly siloed and fragmented technology. This leads to frustration, poor communication and ultimately, tech fatigue.
The obvious solution is to consolidate your marketing tech stack. However, this can be a complicated process, and much easier said than done. Below, we’ll show you how to consolidate your martech stack to:
- Minimize interruptions to marketing workflows to increase your team’s agility resulting in more rapid growth.
- Integrate disparate technology solutions into an single platform to break down silos.
- Create a single source of truth for marketing teams to work off the same data to track and measure marketing activity.
Before you begin the process of consolidation, your first priority should be to ask yourself some key questions. What have you noticed about your existing tech stack that is problematic? As you seek out solutions, ask yourself the following questions:
- Can it unite your teams? Think about everyone who has some say in your website. Content creators, marketers, editors, web developers. How do they currently connect? And how do you determine which solution is the right one? After all, can’t all platforms for uniting a martech stack make the promise of breaking down silos? Your teams may not be connecting the way they could. An enterprise platform uniting your team in one place can make them more agile, handling everything from content research to web optimization.
- Can it unite your tools? It’s not just about bringing people together — any Slack channel can do that. Your platform should integrate with the tools your team already uses. If it doesn’t, it may only create more siloes and barriers of entry to adoption. Evaluate your analytics, CMS and task managers like JIRA. You can’t perform tool consolidation until you’ve found a platform capable of uniting the integral tools your team already relies on.
- Can you simplify workflows and processes? Your marketing team has various workflows for different initiatives. These workflows — often at the intersection of digital software — keep the engine of marketing moving. A platform that helps consolidate your existing martech stack has to have ways to simplify these workflows and give your team more agility for faster execution and quicker returns. Its imperative that a platform supports workflows for the various disciplines of the members of your team from SEOs to content marketers in order to enable seamless communication and execution.
- Can you measure everything with a single source of truth? The major benefit of using an enterprise-level platform is that the platform aggregates your data into a single source of truth. Now all team members can confidently measure performance, analyze data, and create custom reports against their own goals in one place.
Consolidating your martech stack enables you to accomplish two important things: breaking down the barriers between marketing siloes, and reducing expenses. Here is how:
Reducing Marketing Silos and Costs
The principle is simple: anything that adds time to your team’s day also adds to your bottom-line costs. As you seek out an enterprise-level SEO platform, you’ll want to find something that optimizes silos and costs on two levels:
- Consolidation of tools. Think of this as bringing in your entire tech stack under one umbrella — a single place for discovery, collaboration and measurement. Conductor’s integrated Partner Ecosystem brings all your favorite technology and tools together, giving you the most impactful insights in one system. From technical SEO tools like SEMrush, DeepCrawl and DragonMetrics, to analytics tools including Adobe and Google, to social data from TalkWalker, Conductor has your team covered from end-to-end.
- Reducing redundancies. It’s not enough to create a single source of truth for all of your marketing data. A platform should reduce siloed processes on your team as well as costs associated with redundant software.
It’s not a small problem. 47% of marketers report having trouble with information that’s filtered through different silos. When information is difficult to locate because your team uses a variety of different tools and platforms, you create barriers to the efficient execution of marketing activities. This creates delays, slowing your team’s ability to carry out tasks and projects that deliver results. That’s time that you’re paying for.
However, removing redundancies may be the more important point. Does your team use multiple tools that serve the same function? Optimizing your martech stack by using an enterprise platform helps consolidate tools and reduce redundancies. This unites your teams and existing tools under one platform, streamlining your workflows so you get more done faster and reach your marketing goals.
Improve Marketing Agility
What does “agility” mean in the context of a marketing team looking to streamline their workflows and processes? It’s a very literal term: it refers to your ability to anticipate change, embrace it and shift your marketing strategy accordingly.
One way to accomplish this is with an efficient martech stack. Your decreased reliance on redundant workflows will help you execute more efficiently and pivot when marketing priorities change at the flip of a switch.
The less time you put between every team member’s decision, the more you empower your team and improve the group dynamic. A tech stack in digital marketing isn’t worth much if your team isn’t using it in a cohesive way. Tool consolidation is just one element of this. An effective SEO martech platform will help you unify your team’s data and measurement, reduce redundancies, and provide the framework needed for your team to act quickly when they need to take action. The result: true marketing agility as a matter of habit. And marketing agility can be your vehicle for hitting—and exceeding—your marketing goals.
It doesn’t happen overnight. However, it helps to know the next steps. Conductor can help reduce redundancies, consolidate your existing tools and help teams collaborate together in one platform. Take the first step in consolidating your MarTech stack today.