Andrew Addison
Andrew Addison 29 November 2023

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative. But it would be wrong to say that all technologies are the same.

At Purple Square, we selectively choose the partners we work with because they are absolutely not the same, each has its own unique capabilities, whilst also having its own unique limitations.

Evaluating Marketing Technologies

Technologies should always meet the business and technical needs of an organisation, in the same way we evaluate people during the hiring process.

However, unlike recruitment, we rarely have a probationary or onboarding period that enables us to understand fully if the technology meets our needs as much as we hoped during the procurement phase. The impact of these decisions can be far reaching, directly affecting our marketing operations and customer experience.

This was highlighted to me recently in two separate and unrelated conversations, I will neither mention the client, nor the software vendors involved, but in both cases it demonstrated the problems associated with making, what is subsequently identified as an incorrect Martech decisions.

When MarTech is Not Fit For Purpose

In the first instance, “Client X” had made a decision to go all-in with “MarTech Platform X”, very successfully in the initial period, with existing capabilities being replicated fully and the team well engaged, trained and enabled.

Client X was then moving into the next phase of delivery (all within the originally planned business case) at which point it was assumed that the vendor would be fully engaged to deliver the subsequent activities. Alas no, the vendor realised that their extended capabilities were not fit for purpose and withdrew from the next phase of delivery.

I have a huge amount of respect for any organisation that is transparent about their limitations, there is nothing worse as a vendor consultant, realising that you’ve been tasked to deploy something you know will be a challenge to maintain or manage on an ongoing basis.

However, as far as the client was concerned, the vendor had let them down badly, the reputation was tarnished and the client went back out to market after two years to replace the platform.

When a Platform Can’t Scale to Meet Your Specific Needs

In the second instance, “Client Y” engaged “Vendor Y” to replace a long term incumbent MarTech platform that they felt was no longer fit for their future digital purpose.

Termination notices were sent, project teams were pulled together, and new software licenses were procured. Unfortunately during the initial deployment, the Vendor recommendation was for the Client to simplify their requirements in order to meet the functional capabilities of the platform.

Whilst a level of due diligence was performed, the reality was that the target platform was not able to scale to meet the business needs.

In this case the client was able to break the contract, however it was not so easy to go back to the original platform provider with cap-in-hand and request a continuation/restart of their legacy agreement.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
Get Your Ad Strategy in Shape For a Summer of Sport

Get Your Ad Strategy in Shape For a Summer of Sport

From the UEFA European Football Championship to the Paris Olympics, UK media companies and advertisers are limbering up for a super summer of sport. Below, we share three tips to get both on the podium this season...

Sarah Whitfield
Sarah Whitfield 13 June 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more