Marketing technology (martech) projects are notoriously hard.
The technology landscape is complex with over 8,000 tools. The growth in marketing technology, from 150 tools in 2011 to over 8,000 tools in 2020, is mind blowing.
Scott Brinker, calls the phenomenon, of marketing teams evolving at a pace slower than the technology advances “martech’s law” and labels it the “greatest management challenge of the 21st century.”
With such a vast array of tools, and marketing technology companies (especially the big marketing clouds) being amazingly good self-promoters, it is easy for marketers to get distracted by the latest shiny new object (i.e. the “it” technology du jour) rather than focus on maximizing current tooling or laser focusing in on their most critical capability needs.
Successful marketing technology planning and implementation requires discipline. According to a 2019 Gartner survey, marketers utilize only 58% of their martech stack’s potential.