What are the best opportunities for marketing technology in your company?
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When you start, its important to understand the breadth of marketing
technology and enterprise marketing platforms. The next step is to
recognize which of these technologies are applicable within an
organization and prioritize their adoption.
Prior to in-depth business cases or ROI models, it is useful to:
Some marketing technologies directly influence revenues while others are designed to better manage the internal expense line. Carefully consider influences on both efficiency (doing things right) and effectiveness (doing the right things). Balancing quick-win and big-impact investments is the key to a successful long-term strategy. Additionally, marketers should identify the optimum sequence for making marketing technology investments. Doing so will help develop the business case, and secure executive backing for the adoption. Remember to maximize the financial impact by tackling the most urgent issues first. Over time build a sustained competitive advantage in core marketing technology and processes that differentiates the company from the competition.