In reality, some tasks are IT and some are marketing when it comes to martech management. How should they work together?
Selecting, implementing, and managing a martech solution always involves a tug-of-war between two teams that are inherently in conflict: marketers and IT. Marketers want tools that allow them to create digital experiences and engage effectively with consumers at scale, while developers want tools for adaptability, connectivity, and technology for his stack. I want freedom of choice.
Such scenarios lead to contention and inefficiency. Therefore, a cohesive and comprehensive strategy for choosing the right martech tools is essential to building compelling digital experiences.
Marketing and IT share common goals
In fact, marketing and IT share some important common goals.
- Adopt scalable martech solutions that enable you to create compelling experiences for both potential and existing customers.
- Collaborate seamlessly and efficiently across teams.
- Tailor and connect martech tools based on your business needs.
The way to achieve these common goals was to switch from a monolithic platform to a MACH architecture with an API-first focus. APIs allow services to communicate with each other for a fast and flexible martech stack.
MACH gives you the freedom to choose the right tools for your needs, knowing that they work well together. This is a huge advantage over the old monolithic approach, where bundled best-in-class tools often provide solutions fraught with significant shortcomings that hinder team effectiveness.
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A marketing perspective: inclusion from the start
Marketers are often left out of the decision-making process for choosing technology, handed only a set of tools and instructions to “make it work.” This scenario leads to frustration for marketers who have to deal with multiple channels, including rapidly emerging channels and consumer demands in an ever-changing environment.
Realistically, brands have to recognize that marketers are in the trenches and are therefore the closest to a workflow for building experiences. should be given as much weight as opinions from
Additionally, the current suite of tools (usually rigid monolith martech suites or a hodgepodge of traditional and best-of-breed solutions) is cumbersome for marketers and leaves them unable to control their content in real time. To be effective, marketers need to be able to build, personalize, and measure performance on their own without the help of IT.
The Missing Element: Collaboration
For Martech solutions, marketers can share their insights on the tools they need to streamline existing processes and start new ones. However, deep IT knowledge of vendors, architecture, scalability, and integration requirements is equally valuable. Therefore, it makes sense that evaluating and recommending Martech solutions is a collaborative effort between these stakeholders. With all the solutions in place, you can continue collaborating without interruption.
But adopting composable technology is only the first step. Composable tools must be connected before they can work together. Additionally, marketers also need effective tools to create and manage experiences. Ideally, a Digital Experience Composition (DXC) toolset that provides business users with a no-code way to work with composable architectures.
By adding an experience layer to the martech stack, marketers can work independently of backend sources and control processes such as personalization and A/B testing in low- or no-code environments. increase. On top of that, the Experience Layer separates experience creation from backend orchestration, giving developers the freedom to add or replace backend her tools without disrupting the marketer’s workflow.
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The result: a win for developers and marketers
The above setup allows marketers to do what they do best: drive conversions and build relationships with customers, unhindered by a lack of technical expertise. At the same time, developers can design, strategize, and orchestrate across different platforms in Composable Her architecture, instead of getting bogged down in integration tasks and the like.
Ultimately, adoption of MarTech solutions across teams streamlines internal operations, fosters collaboration, and increases productivity. This is a big advantage for companies.