Maybe that’d be fine, if we ultimately got more back from that investment. But, according to Gartner’s 2019 Marketing Technology Survey, marketers in North America and the U.K. report using only 58% of their martech stack’s capabilities.
It’s an illusion that we value marketing’s effectiveness. We say, “you can’t manage what you can’t measure.” But, I’d ask, “how can you manage or measure what you don’t even make?”
The inertia of marketing measurability and accountability has become more than stifling, it’s often smothering. Marketing teams spinning wheels justifying…and re-justifying…and justifying again for budgets and to get initiatives greenlit. Second guessing coming from all corners. Continually being boxed into making the most from the least, and then blamed if results are incremental, at best.
As a result, too many marketers tragically spend more time talking about doing their jobs than actually doing them. Servants indentured to the almighty cult of data, with the gurus continually lurking in the shadows over their shoulders, wielding far too many sticks and offering too few carrots.
I want to be clear: my intention isn’t to rail against the value of data and maretch. I love them. At Retina, we really love them. And we enable our clients to put them to effective use.
Being data-driven, intelligent and automated is essential to creating better customer experiences and delivering on marketing’s mandate for a business. But an over-intensified, almost-crippling focus on near-term gains and martech box-checking can’t be the way forward. Not for marketers. Not for our partners in the C-Suite.
We need to connect the technology and the accountability to bigger strategic and creative thinking.
We can’t allow accountability to be the enemy of action.