In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss changing your MarTech stack and how to thoughtfully add new marketing technology to your existing tech stack. They talk through the importance of gathering requirements upfront to ensure you select tools that solve your specific business needs. Katie asks questions to understand the impact of adding a new email marketing platform on their overall data strategy. Chris stresses taking a methodical approach to integrating new systems to avoid creating data silos. They explain the value of mapping where all your data resides to enable accessing the right information. Katie and Chris urge doing the planning work before implementation to prevent buyer’s remorse down the road. They emphasize considering the people and process changes required, not just the technology itself.

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In this week’s In-Ear Insights, let’s talk about adding to your marketing tech stack.

So your Mar tech stack is the collection of tools, software, services, things like that, that power, your marketing.

And lots of companies have lots of technology.

But not lots of companies have good governance around it.

In fact, even though the CMO spends more on technology services than the CIO does, the marketing function when it comes to technology tends to be a little disorganized.

And as a result, companies can end up spending a lot more and having lesser results from their marketing tech than they do the regular it.

In fact, a few years ago, Katie, you and I were working on a client, where they had, we had purchased three different instances of Salesforce that were not connected together, and were conflicting with each other.

And they lost like the a billion and a half dollars of pipeline was missing.

So we’re talking about changing up our own tech stack here at Trust Insights.

So Katie, you said you have some questions? What kinds of questions have you got?

Well, before I get into the specifics, you know, I think that one of the things that a lot of companies, you know, and you know I include us in this conversation can potentially do wrong, is just stacking, literally stacking more tools on top of the stack.

And so you get all of these layers of tools.

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