Let's start with a few sobering martech stats: 56% of organizations report underutilizing their marketing technology; 21% of companies have platforms or tools they've purchased that aren't being used at all; and only 9% of marketing departments say they have all of the marketing tools they need and fully use them.
So is marketing technology really that hard to get right?
The stats imply that it is. Truthfully, though, I think part of the solution is relatively simple: Make a better purchasing decision.
When you buy a product, you buy the company behind the product, too
When we shop for martech, many of us focus way too much on the product and not enough on the team behind the product. I'm talking about the living, breathing humans who work at companies like Salesforce, Domo, Zapier, and so on.
There are plenty of good products out there. And as the competition increases even more (like it has over the past seven years), good products become bad experiences if the company behind the product fails.
I'm sure we markters do a good job at researching the product. But we need to also start evaluating the company behind the product.
Here are a few things to keep in mind as you go shopping for martech.
Take the first step (it's free).
You may also like:
- Eight Growth-Marketing Lessons From WeWork's Rapid Rise (And Its Imminent Global Domination)
- How to Use Product-Market Fit to Drive Business Growth
- Budgets, Channels, and Technologies: Stats About Marketing Today [Infographic]
- Marketers Know AI Is the Future, But Do They Understand AI Today?
- The New Branding: Five Tips for Creating Shareable Brand Experiences