The reality is that when it comes to martech management, some jobs will be IT and others will be marketing. How should they work together?
Selecting, implementing, and managing martech solutions inevitably involves a tug-of-war between marketers and IT, two teams that are inherently on opposite sides. Marketers demand tools that enable them to create digital experiences and effectively engage with consumers at scale, while developers seek adaptability, connectivity, and the freedom to choose the tools across the technology stack.
Such a scenario leads to conflict and inefficiency. That’s why a coherent and inclusive strategy for choosing the right martech tools is critical to building compelling digital experiences.
The common goals of marketing and IT
In reality, marketing and IT share some important common goals:
- Deploy scalable martech solutions that enable the creation of engaging experiences for prospects and customers.
- Collaborate seamlessly and efficiently across teams.
- Align and connect martech tools based on business needs.
One way to achieve these shared goals has been to move from monolithic platforms to MACH architectures that focus on API-first. APIs ensure services can talk to each other for a fast, flexible martech stack.
MACH gives you the freedom to choose the right tools for your needs while ensuring the tools you choose work well together. This is a huge advantage over the old, monolithic approach where bundled best-in-class tools often provide solutions with major flaws that hamper team effectiveness.
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The Marketing POV: Inclusion from the start
All too often, marketers are left out of the technology selection decision-making process and simply given a set of tools and an instruction to “make it work”. This scenario creates frustrations for marketers who must keep up with multiple channels, including rapidly evolving channels and consumer demands in an ever-changing environment.
Realistically, brands need to recognize that marketers are in the trenches and therefore the closest thing to the experience building workflow. In fact, the input from marketers should carry just as much weight as that from developers when choosing martech tools.
Additionally, current tools – typically a rigid monolithic martech suite or a cobbled-together mix of legacy and best-of-breed solutions – lack ease of use for marketers, who would then lose control of real-time content. To be effective, marketers must be empowered to independently create experiences, personalize them, and measure performance without enlisting the help of IT.
The missing ingredient: collaboration
With martech solutions, marketing can share their perspective on the tools they need to streamline existing processes and initiate new ones. On the other hand, IT’s in-depth knowledge of vendors, architectures, scalability, and integration requirements is just as valuable. Therefore, it makes sense that evaluating and recommending martech solutions is a collaborative effort between these stakeholders. With all solutions in place, collaboration can continue without interruptions.
However, the introduction of composable technologies is only the first step; The composable tools must be connected before they can work together. In addition, marketers need effective tools to create and manage experiences. The ideal would be a digital experience composition (DXC) toolset that gives business users ways to work with composable architectures without code.
Adding an experience layer to a martech stack allows marketers to do their work independently of back-end sources and maintain control over processes like personalization and A/B testing in a low-code or no-code environment. Additionally, the experience layer separates experience creation from backend orchestration, giving developers the freedom to add or replace backend tools without disrupting marketers’ workflow.
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The results: Profits for developers and marketers
With the setup outlined above, marketers can do what they do best — drive conversion and engage with customers — without being held back by a lack of technical know-how. Instead of getting bogged down with integration tasks and the like, developers can simultaneously plan, strategize and orchestrate across the different platforms of the composable architecture.
Ultimately, the cross-team adoption of martech solutions streamlines internal operations, facilitates collaboration, and increases productivity—a huge win for companies.