Marketers are being placed at the center of technology-related decisions with increasing regularity. While much has been written about the increased responsibility, there has been little discussion about how marketers can facilitate better technology investment decisions. To better understand how marketers can lead these efforts through the development of marketing tech blueprints, I turned to Scott Vaughan, the CMO of Integrate. Below are his thoughts (and a terrific example from CA Technologies).Kimberly Whitler: What is a marketing tech blueprint?Scott Vaughan
: There are thousands of marketing technology providers and new ones emerging every week as marketing functions are deploying technology to increase efficiency and performance. A marketing technology (MarTech) blueprint is a simple visual diagram – captured from a white board photo, organized in Power Point or a good old-fashion schematic – that outlines current tech, systems, processes and data flows utilized or needed by marketing. By documenting and visualizing systems and processes, marketers can quickly capture the current state of their marketing technology, identify gaps, overlaps, and chokepoints, and, most importantly, have a single view of their technology investments.Whitler: Why should marketers use MarTech blueprints?Vaughan
: With an increasing investment in marketing technology to automate marketing and data processes, Blueprints document and visualize current marketing architecture, the ways systems, tools and data connect with each other (or don’t), the processes they support, and how they affect customer experience and marketing’s ability to add value to the business.
At a time when new marketing technologies and providers come on the scene rapidly, Blueprints enable marketers – and all stakeholders – to prioritize often-competing requirements to fix or bring new capabilities to advance marketing and the business. These requirements come in the form of needed tech investments, silo-busting integrations, strategic shifts or new capabilities required to support customers.
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