The Tech Effect: Martech is Doing the Exact Opposite of its Intended Purpose

Welcome Marketing Orchestration Platform

In a world where technology is designed to be an accelerator and deliver a strategic advantage, marketing tech has over the years, in fact, doing the exact opposite.

Faced with dozens of platforms, tools, and software to choose from, the marketing landscape is more convoluted and complex than ever, with tech stacks getting more complicated by the day. Just look no further than Gartner’s Magic Quadrants or Forrester’s Wave reports; the amount of technology available to today’s marketer is endless. Teams are more often spending their time doing work about work, and money that should be going toward campaigns is being spent on trivial — and often manual — operations.

In a recent study, Sirkin Research surveyed over 400 marketers of varying function and seniority in an effort to understand what’s holding back martech. The survey asked simply:

Are your current martech solutions a strategic enabler?

Surprisingly, only 24% of marketers said yes. The survey respondents cited the following for reasons:

  • 68% said their stack is unable to help them align resources (people and budget) to strategy
  • 53% said their stack makes it difficult to orchestrate marketing (campaigns, content, and creative) across teams, technology, and channels for efficient execution
  • 48% said their stack is poorly integrated

And it’s having a real, adverse effect:

  • Only 24% say their stack helps consolidate and report on campaign effectiveness well
  • Only 23% say their stack is able to drive interoperability across tools
  • Only 34% say their stack helps them create, govern, store and share content assets well

So, why are current martech solutions not meeting the needs of marketing teams?

The reality is that martech tools have long been designed primarily as point solutions — often in parallel with the latest marketing trend or “channel of the week” — to solve for a singular pain, challenge, or use case. And over time, as these tools have evolved, they’ve boxed marketers into issuing RFPs, assessing vendors, and purchasing single category solutions. Examples:

  • Our team needs to create and publish content — we need a content marketing platform.
  • Okay, now that we’ve operationalized our creation process, let’s invest in an enterprise digital asset manager to house our content for sharing and reuse.

Unfortunately, in real-life applications, these tools end up being over-invested, under-adopted, and deployed in complete isolation. Specialized tools are purchased for specialized teams. Solutions sit in silos, disconnected from a greater, grander process. Each piece of software has its own set of admins, champions, and power users, with disparate workflows designed for specifically that tool (and only that tool). And they each house their own sets of data.

Ultimately, what materializes is a significant operational complexity and efficiency problem (not to mention a serious spike in the TCO of your CFO/CMO’s software overhead). In short: marketers have not been equipped with a centralized solution that empowers their team to truly orchestrate marketing.

Orchestrating marketing requires ditching the old-school mentality. Gone are the days when marketing leaders and marketing operations teams can piecemeal solutions together and pray, somehow, all of their systems will be magically synchronized. Gone are the days of investing in legacy platforms to check the box only to have their team not fully adopt and get value from the tool.

Rather, teams need to take a holistic view of marketing — inclusive of planning, execution, governance, distribution, and measurement — and assess the solutions that aid in that end-to-end orchestration of marketing. Which tools are being used? How do they speak to one another? Do they help to facilitate and enable the visibility of information, acceleration of processes, control of resources, and measurement of data?

Fixing these problems will require a transformation shift to marketing orchestration.

In the study noted above, 89% of respondents said that martech will be a strategic enabler by the year 2025. The core technologies listed as having the biggest impact? Predictive Analytics, AI/Machine Learning, Dynamic Creative Optimization, and… Marketing Orchestration.

But What Is Marketing Orchestration?

Unlike generic project management, work management, resource management tools, and other point solutions, marketing orchestration platforms are purpose-built for the specific challenges — and processes — of marketing organizations. Here is an example:

welcome marketing orchestration

Marketing orchestration is a strategic and continuous approach, that recognizes every part of the process needs to work.

Effectively, marketing orchestration software becomes the home or operating system (i.e. source of truth) for marketing teams — where all work happens. And just as importantly, it serves as the connective tissue between otherwise disparate marketing technologies, marketing teams, and marketing workflows — facilitating the orchestration across all aspects of campaign planning, execution, and measurement.

Because modern marketing teams require modern marketing technology. Software that brings the best of all of these disparate tools together into a single platform (or, at the very least, strategically integrates with the wider tech stack) to streamline processes as well as the transfer of content and data for increased visibility, more control, and better measurement.

Welcome to Welcome…

Welcome’s Marketing Orchestration Platform is a suite of modern, integrated, and purpose-built modules to help orchestrate marketing. It provides visibility to strategically plan and align resources, tools to collaborate and get work out the door fast, governance to maintain control across all marketing resources, as well as insights to measure your work.

And of course, it’s all underpinned by a robust API and powerful integration marketplace consisting of hundreds of no-code connectors — a thoughtful framework designed to offer strategic integrations for every phase of the marketing process.

welcome campaigns tasks events

Because just like a conductor needs a baton to orchestrate dozens of musicians playing different instruments, a marketing maestro needs the visibility and control across all their tools to orchestrate marketing.

Learn More About Welcome Request A Welcome Demo