Rationalise to

Towards Great Customer

Experiences: A CIO Tech
modernise your
Assessment Checklist for
Digital Transformation
martech stack.
Unify data, create agile content, operate across
channels and personalise for optimal impact

How to get the most value from your

marketing technology investments.

1
making tangible progress reducing their technology debt through
rationalisation of their martech stack. For example, National
Introduction
Instruments has consolidated nearly two dozen platforms and
applications into a single web platform while maintaining the
The level
same road to
of successful, ongoing
capabilities. digital transformation
And Lenovo is not $11
was able to identify
so much long as never-ending. Organisations must constantly
million in savings through consolidation and workflow efficiencies.
evolve and optimise their positions to address opportunities,
Companies should
defend against look for ways
competitors, and to reduce
meet vendor and solution
the requirements of
sprawl and help
regulators IT and marketing
and security threats. teams improve workflows to
increase their output
Transformation and performance
is a complex without
process that adding
involves overhead.
the whole
organisation and putting the customer experience at the heart of
A transformation
recent Adobe architecture assessment
is a way to prioritise tasksofand
corefocus.
martech building
But change
blocks across
agents must nearly 40 enterprise
also achieve high-tech
an equilibrium companies
between shows a
cost, quality
and speed
strong trend of action.standardising on platforms from one vendor –
toward
having
In thisdeployed three orwemore
short document offersolutions
a checklistfrom
and one platform.
a starting pointHigh-
to
think
tech about how to
organisations manage
have madedigital and data
progress strategies thatbut
in rationalisation, inspire
there’s
great customer experiences while combining strong operations
more work to be done. Our analysis also reveals that 40% have
with opportunities to change, innovate, and progress.
eight or more vendors.

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3
 Get Your Data House in Order
Proliferation of technology
If you’re building a house, you need foundations. Corralling data
that sits across hardware platforms, operating systems, legacy
systems, applications, and versions forms the underpinnings of
Anyone involved with purchasing marketing technology will attest
successful transformation. Organisations need data that is clean,
thatreliable,
the number of vendor
auditable, cohesive,solutions
in context,intimely,
the space hasbeexpanded
and can quickly
dramatically
activated toover the real-time
support last decade. Scott Brinker’s “Marketing
decisioning.
Technology
MaintainingLandscape” bringsdata
strong customer thisis point to life in– order
fundamental growing
to each
yearcreate
fromsystems
about 150 solutions
of record in to
but also 2011 to over
engage with7,000 in 2019. While
customers
this and build a platform
explosion has given for rise
insights.
to aUnderstand the customer
vibrant industry with aand
lot
strategy and actions will fall into place. Seek systems that are
of competition and new ways to market to and connect with
open and allow customer profiles to be automatically updated so
audiences,
targeteditcontent
has also
andleft many
offers organisations
hit the mark. wondering what
should and shouldn’t be in their martech stacks.
Common mistakes include outsourcing the challenge to a third
party that is unfamiliar with the environment. Don’t take short-
term actions that leave a mess for successors and be careful
creating offers or brands that are disconnected from the valuable
Scottdata
Brinker’s “Marketing
you’re sitting on. AndTechnology Landscape”
also take care with ‘lift and shift’ data
migrations from platform to platform that risk damage to core
data assets.

Better to address root causes, mapping your data challenges

holistically and pursuing a coherent data architecture. Look at
importing data from external sources and making it more easily
understood by XDMs that help to develop a fabric where data can
be accessed on an as-a-service basis. Companies can then create
real-time customer profiles, activating them across devices with
identity graphs that help you to know the person using the device
and support automated data collection.

Source: Chiefmartec
3
 Simplify Your MarTech Stack
Proliferation of technology
The system of record is an essential tool for keeping tabs on
customer interactions but it needs to be bolstered by a broader
understanding of who buyers are, what activities trigger them to
Anyone involved with purchasing marketing technology will attest
purchase, how they are likely to react to content, and what should
thatbe
thedone
number of vendor
to provide solutions
a greater in the
product and space
service has expanded
experience.
dramatically over the last decade. Scott Brinker’s “Marketing
Here, the marketing technology stack has a huge role to play,
Technology Landscape”
creating ways to automatebrings this point
and optimise to life –spend
marketing growing
and each
yearfeed
from about
sales 150 But
engines. solutions
bewarein of 2011 to over
data silos and 7,000 in 2019.
patchwork pointWhile
this solutions.
explosionThe haskeygiven
is to have
rise atofederated
a vibrantapproach
industry where
withdata
a lot
is a shared service in a hub with spokes to self-service, chatbots,
of competition and new ways to market to and connect with
customer orchestration, the middle office, and back office.
audiences, it hasisalso
Seamlessness left manywith
the objective organisations
a single goldenwondering
customer what
should andsoshouldn’t
record be in(and
that customers their martechand
employees stacks.
partners) can move
easily across channels and their movements and interactions can
be rapidly analysed and understood.

The CIO must work in tandem with the CMO to select and
Scottoptimise
Brinker’s
the“Marketing Technology
MarTech stack Landscape”
and lead the way on developing
workflows and integrations and getting the most from emerging
waves such as AI and Machine Learning.

Personalise Experiences With Content

Creating focused, powerful content will gain traction with
customers and, with tracking, help you understand their
preferences and turn-offs. Personalise experiences wherever
possible and don’t have your brand tarnished by spam or
scattergun approaches. Governance, data lineage and policies are
critical here. Use content that is unique and crafted by experts
in their fields. Ensure content is tagged and easily accessible for
reuse and adaptation.

Source: Chiefmartec
4
 Think Cloud
Proliferation of technology
Most organisations have made some sort of commitment to cloud
technologies but they are divided between those that are all in,
Anyone
thoseinvolved with purchasing
that are tactically vested and marketing technology
those that are tentatively will attest
thatdeploying
the number of vendor solutions in the space has expanded
or piloting.
dramatically over the
For the customer last decade.
experience, cloudScott Brinker’sway
is an attractive “Marketing
to
Technology Landscape”
integrate systems brings
and plug this point
in external data to life –that
sources growing
augmenteach
yearcustomer
from aboutprofiles
150and drive compelling
solutions in 2011 toexperiences.
over 7,000 in 2019. While
this Don’t
explosion hasasgiven
see cloud rise topanacea
a universal a vibrant industry
though. withwill
The world a lot
be hybrid for and
of competition manynew yearsways
to come, hence the
to market to appeal of halfway-
and connect with
house approaches such as AWS Outpost, Microsoft Azure Stack,
audiences, it has also left many organisations wondering what
and Google Anthos.
should and shouldn’t be in their martech stacks.

Build in Security, Privacy & Compliance

ScottSecurity
Brinker’s
and“Marketing Technology
compliance concerns Landscape”
are at the top or near the top of
CIO and CISO concerns. The threat landscape is now so wide that
organisations need to constantly monitor to protect themselves
against a wide range of threats, including attempts to customer
and employee data.

Work with compliance and legal colleagues on changing rules

and the impacts of foreign legislation such as the US Cloud Act,
but don’t get tied up in knots or become fearful of change. There
has to be a balance between managing data sensibly (using role-
based access and granular permissions) but without constraining
the business unduly.

Source: Chiefmartec
5
 Manage vendors smarter
Proliferation of technology
Don’t obsess over lowest cost or be a Scrooge as penny-pinching
will hurt potential. Beware of Shadow IT: having departments
acting in isolation is a threat to unlocking value and gaining
Anyone involved with purchasing marketing technology will attest
greater understanding of customer needs and desires. Here, the
thatCIO
themust
number of vendor
be gatekeeper, solutions
service in and
provider theintegrator,
space has expanded
and
dramatically overEncourage
chief overseer. the last lines
decade. Scott Brinker’s
of business to work more“Marketing
closely
together by
Technology having CIOs,brings
Landscape” CMOs, and
thisothers
pointsittotogether on executive
life – growing each
committees and steering committees. As with politics, business
yeartransformation
from about 150 solutions in 2011 to over 7,000 in 2019. While
success is the art of compromise so prioritise high-
this impact
explosion has Identify
changes. given rise to a vibrant
roadblocks industry
early (for example,with a lot
actions that
of competition
may raise redandflagsnew ways and
for security to market to and
governance) andconnect with
address them
to move itathas
audiences, pacealso
and win
left over
many doubters.
organisations wondering what
should and shouldn’t be in their martech stacks.
The Golden Triumvirate:
People, Process & Technology
Scott Brinker’s “Marketing Technology Landscape”
Bringing together people, processes, and technology tools will act as
a glue to bond successful change and great customer experiences.
Technology can’t provide silver bullets: it’s an enabler, so think
about soft issues. The ADKAR 12-step change model can help.
Maintain Awareness, Desire, Knowledge, Ability, and Reinforcement
to keep on track and communicate (and listen) throughout
process change. Consider whether you have the right roles and the
candidates for those roles to avoid duplication or round peg/square
hole issues for a leaner RevOps model where people know their
roles and can fulfil them optimally.

Finally, if the transformation project appears daunting then break

tasks down, for example to department level, to jump to the
quick wins that can act as templates and learning experiences.
Transformation can’t slow down the organisation: it has to be part

Continues over...
Source: Chiefmartec
6
 of a bi-modal model where the wheels keep turning as the
engine is upgraded. Nobody said this is easy, but by using sense
Proliferation of technology
and experience, the power of sustainable transformation with
the customer experience at its heart can be unleashed.

Anyone
Roles involved
andwith purchasing marketing technology will attest
Responsibilities
that the number of vendor solutions in the space has expanded
dramatically overplan
Any successful thewill
lastneed
decade. Scott Brinker’s
to accommodate “Marketing
the profiles of
Technology Landscape”
various personas. brings this
Understanding point
their to life –and
motivations growing
skill setseach
yearwill
fromdrive digital/data
about transformation
150 solutions in 2011success.
to over 7,000 in 2019. While
this explosion has given rise to a vibrant industry with a lot
Role Relevant responsibility Transformation
of competition and new ways to marketcontribution to and connect with
audiences,
CEO it hasValue
also left many organisations
growth Lead changewondering what

shouldCOOand shouldn’t beoperations

Run business in their martech
optimally, stacks.
Advise on operational needs
build resilience assurance, manage
technical debt

CMO Lead marketing and advertising Lead and work with peers
initiatives on integrated martech stack
development
Scott Brinker’s “Marketing Technology Landscape”
CIO Lead the enterprise technology stack Act as service provider to internal
and support innovation leaders

CTO Support CIO by using modernised Work with Chief Architect so

tech to enable business succes standards are implemented and
integration is smooth

Chief Data Specialise in making best use of data Ensure data is collected in a timely,
Officer context-sensitive manner and ready
for analytics

Chief Digital Specialise in digital-centric actions Support others with domain

Officer knowledge and ideas to spark
digitally enabled success

CISO Responsible for data security and Ensure that actions don’t significantly
governance introduce risks, or lead to non-
compliance

Chief Architect Work with CTO and others to Act as gatekeeper for standards
maintain a strong data fabric compliance, integration and portfolio
management

Source: Chiefmartec
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