What is one key tip you’d offer to fellow marketers who are approaching martech budget meetings with the CIO over the next few months?
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Know your audience and tailor your approach to their mindset. Be prepared for both wins and losses, and back your proposals with solid insights. This approach fosters a collaborative environment and increases the likelihood of getting your proposals approved.
Be honest about whether your team is fully leveraging existing tools. Assess if your organization is ready for new technology from a data architecture and project implementation standpoint. This self-assessment ensures that you are making the most of current resources before introducing something new.
Do your homework before approaching IT. Understand the existing tech stack and assess its compatibility with your needs. Present well-researched options that highlight gaps in the current system. This approach helps in aligning with IT's investments and avoids costly custom development.
When discussing martech investments with IT, emphasize the business goals and the critical need for the investment. Highlight the risks of delaying the investment and its impact on growth and revenue. It's essential to align the martech investment with the broader company roadmap. This ensures that IT understands the urgency and importance of the investment.
User adoption should be treated as an internal marketing campaign. For example, when we implemented Seismic, we created incentives and set usage goals for different teams. Prioritizing teams to work out the bumps first ensures a smoother process for others. This approach helps in achieving higher adoption rates and better integration.