A Word of Caution: The Right Tool, but the Wrong Time
It's been said that some of the worst vehicle accidents happen on the showroom floor. That is, it's easy to get caught up in the excitement of a car’s glossy color, all the high-tech features and the new-car scent. Buying that Ferrari may be what you want, but a Ford that has the essentials to get the job done provides everything you need. The same principle applies to your martech tool selection process. Looking at the latest or flashiest martech tools and their capabilities – plus all the shiny extras and promises for realizing greater revenues – can cause us to make an expensive snap judgment instead of analyzing the choice carefully.
Yes, the tool you’ve heard good things about may be the latest and the best at what it does. It may get all the buzz on social media or at trade shows, and everyone’s buying it. But ask yourself: Is it what your organization needs right now? Do you know for certain? When your e-commerce functionalities are lacking or your email campaigns are lackluster, do you really need every AI function imaginable in place by Q1 of next year? Some, yes. All of them? Probably not.
Think about your marketing funnel. You consider the stages of the customer journey and plan accordingly. The same concept can be applied to selecting martech tools. You may find one you are enthusiastic about, but during a product trial, you may discover it doesn’t function the way you thought it would or won’t integrate well with your existing tech stack.
In the end, the selection process comes down to doing what is right for the business and team by evaluating what makes the most sense from an economical, timing and analytical solutioning perspective.
...do you really need every AI function imaginable in place by Q1 of next year?
A Partner for Your Most Complex Martech Challenges
Finding an expert that understands the complexity of the current martech landscape is essential. Cella’s team of technology experts has worked with hundreds of companies to facilitate martech tool selection, scoring vendor performance, guiding integrations, providing talent resources and offering adoption training. As an objective partner, we can help you carefully examine your current state, identify gaps, determine the future state, and create a roadmap to enable you to maximize the value of your martech stack.
