As we embark on the spring cleaning of our closets, CEO Liz Ross of Shift Paradigm encourages marketers to also conduct a thorough assessment of their marketing technology (MarTech) stacks. With the exponential growth of MarTech solutions in the marketplace, keeping track of what tools are in your stack and whether they are still relevant is crucial. Ross emphasizes the importance of creating an inventory of your MarTech tools to set you up for success in decluttering and optimizing your stack.
Assessing the fit and purpose of each technology in your MarTech stack is essential, as many tools may no longer serve your current needs or align with your organization’s goals. Evaluating the “fit, fashion, and function” of each tool will help identify redundancies, optimization opportunities, and tools that no longer support your strategy. Involving team members from different departments in this process can provide a more holistic view of which tools are being used effectively and how they will serve your organization in the future.
Identifying gaps in your MarTech stack and planning for needed items is comparable to a closet purge that reveals what items you need to replace. Addressing gaps such as redundancy, underutilization, poor data quality, and limited scalability requires strategic planning, technology investments, and ongoing evaluation. It’s recommended to perform a formal assessment of your MarTech stack every 24-36 months to ensure that it continues to meet your organization’s needs.
When making investments in your MarTech stack, it’s important to choose wisely and avoid making hasty decisions. Just as selecting timeless, versatile pieces for your wardrobe ensures value over time, choosing the right marketing technology tools that align with your business goals will maximize the ROI for your stack. Strategic decision-making and long-term planning are key to ensuring the scalability of your MarTech stack and anticipating future challenges and opportunities.
Having a firm understanding of the tools in your MarTech stack, their strengths, weaknesses, interdependencies, and alignment with your business objectives will always be in style. While the future of fashion trends may be uncertain, staying informed about the tools in your MarTech stack and regularly evaluating their effectiveness will help you stay ahead in the digital marketing realm. By taking the time to spring clean your MarTech stack, you can declutter the chaos, optimize your tools, and ensure that your marketing technology continues to support your organization’s growth and success.
