December 2022CIOAPPLICATIONS.COM8CIO InsightsCXO InsightsIn My Viewomeone said, `Aim for Progress, Not Perfection'. This quote epitomizes the quest for achieving customer centric engagement using the MarTech stack. Most organizations are constantly wondering as to why their investments in MarTech are not leading to the perfect outcome that technology vendors promised. To make matters worse, the crème de la crème of consulting companies keep coming up with new acronyms (I am sure you have heard of CDP) to make us data driven practitioners realize that there is more that we need to do. And alas! we wonder "Were we not told the same thing last time? While the acronym was different but promise sounded same".So, what is the truth? In my view, the answer is usually in the middle. Achieving MarTech maturity is like an always-on campaign. You need to run the campaign every-month but ensure that insights are utilized to optimize it so that performance continues to improve. Similarly, building a data driven customer centric MarTech stack is a like a marathon that needs to be run in short Sprints. While length of this marathon is defined by multiple factors like competition, consumer expectations, changing technology landscape, etc., it's the Sprints that we need to keep an eye on to measure success towards hitting the finish line.SAre you still searching for perfect MarTech stack?ABHISHEK ARORA, EXECUTIVE DIRECTOR DIGITAL PLATFORMS (CRM) & MARKETING TECHNOLOGY, STANDARD CHARTERED BANKI have found following principles useful when deciding on accuracy of direction and what needs to be done to accelerate momentum towards finish line.A)Validate the original promise: Check if you are hitting measurable goals that were set out during initiation of the program. Have the early use cases delivered results? Do you continue to build at pace as originally envisaged or have you slowed down investments in specific areas? Did you add run teams to operationalize MarTech or run is lagging build? Did you modify processes to make organization agile or are they hindrance to operationalizing new stack? Typically, MarTech programs Abhishek Arora
< Page 7 | Page 9 >