Mastering Your Marketing Tech Stack: Why Operations Matter | E52

 If you've ever felt overwhelmed by the endless array of marketing tools or frustrated by the disconnect between your sales and marketing data, you're not alone. In our latest episode of Blame It On Marketing, we dove deep into the nitty-gritty of marketing tech stacks and why getting your operations right is a game-changer.

Why Marketing Operations Deserve More Love

Let’s face it: marketing operations often fly under the radar. But as our guest Jade Faulconbridge, CEO and founder of Attribute to Marketing, points out, understanding and optimizing your marketing ops can make or break your campaigns. Jade shared a lightbulb moment she had five years ago when she first encountered the role of a marketing operations coordinator. “Why do we not do this more often?” she wondered, highlighting a common oversight in many organizations.

The Tech Stack Conundrum

One of the biggest issues we tackled is the paradox of having too much—or too little—tech in your stack. Jade illustrated this perfectly with a story about a company juggling multiple enterprise tools that simply didn’t communicate with each other. “They’ve got a marketing team that has got an enterprise piece of kit. They’ve got a sales team that has got an enterprise piece of kit. None of them talk to each other,” Jade explained. The result? Inefficiency, wasted budget, and a lot of head-scratching.

Silos Are Killing Your Data

Data silos between departments can lead to conflicting information and missed opportunities. Jade recounted an example where the marketing team and sales team were using different data sources, resulting in inaccurate targeting and frustrated sales reps. “The sales team actually came back and said, this data’s rubbish. We don’t know who to sell to,” she said.

This disconnect not only hampers sales efforts but also undermines the entire customer journey. As Ruta aptly put it, “How the fuck are we even going to start to try and do that?” when data isn’t aligned between teams.

Audit Your Current Stack

So, where do you start? According to Jade, the first step is a comprehensive audit of your existing tech stack. This involves:

• Understanding What You Have: Catalog all the tools and platforms currently in use.
• Assessing Usage: Determine which tools are being fully utilized and which are just collecting digital dust.
• Identifying Gaps: Spot areas where your current stack is falling short.
• Evaluating Processes: Look at how data flows between tools and departments.
• Assessing Team Skills: Ensure your team has the expertise to manage and optimize the tech stack.

Jade shared a success story from her previous role where she saved £100K by auditing and optimizing a single piece of tech. “Can you imagine going to your business and saying, I want an extra 100k marketing budget? The answer is going to be no, but actually, we’re just reprioritizing and moving that money around,” she noted.

Streamline and Integrate

Integration is key. Disconnected tools lead to fragmented data and inefficient workflows. Emma chimed in with a hilarious but relatable analogy: “It’s like playing Kaplunk with your tech stack—pull out one tool, and everything else falls apart.” The solution? Ensure your tools communicate seamlessly. This not only saves time but also provides a unified view of your customer’s journey.

Prioritize and Reprioritize

Once you’ve audited your stack, it’s time to prioritize. Decide which tools are essential and which ones are redundant. Jade emphasized the importance of prioritizing effectiveness over sheer numbers: “It’s not necessarily just about getting more and more and more at the top. It’s actually how are you doing things better?”

In smaller teams where hiring a dedicated marketing ops person might not be feasible, consider leveraging existing talent. Ruta suggested, “Look outside the marketing team to see if there’s someone in sales or CS who has the aptitude to handle some of these tasks.” Collaborating with other departments can provide the necessary support without the need for additional hires.

Showcase the Value

Demonstrating the value of effective marketing operations is crucial for securing buy-in from stakeholders. Jade shared her experience of gradually building credibility by showing tangible results. “Start showing what marketing is doing. When the request for more budget comes in, show that value,” she advised.

This approach not only highlights the importance of marketing ops but also helps in reallocating existing budgets more effectively. By proving that you can deliver more with what you have, you make a stronger case for future investments.

Collaborate Across Departments

Effective marketing operations require collaboration across departments. Jade stressed the importance of aligning sales, marketing, and customer success teams. “Make best friends with your sales ops, your rev ops, client ops—whoever it might be that actually has that type of skillset,” she recommended.

When all departments are on the same page, data flows smoothly, and customer experiences become more cohesive. This holistic approach not only enhances marketing efforts but also strengthens the entire business’s performance.

The Ideal State: A Unified Customer View

Imagine a world where all your customer data—from marketing, sales, and customer success—streams seamlessly into one system. As Emma passionately put it, “If that day comes, I will probably die. I have done marketing, my life is complete.” While we might not be there yet, striving for a unified customer view is the ultimate goal.

Having a centralized system allows for better decision-making, more personalized marketing campaigns, and a smoother sales process. It’s the holy grail of marketing operations, and while challenging, it’s achievable with the right strategy and mindset.

Taking the First Steps

If you’re ready to optimize your marketing tech stack but don’t know where to start, here’s a quick action plan:

1. Conduct an Audit: Assess your current tools, usage, and processes.
2. Identify Gaps: Determine what’s missing and where improvements can be made.
3. Prioritize: Decide which tools are essential and which can be streamlined.
4. Collaborate: Work with other departments to ensure data alignment and process efficiency.
5. Showcase Value: Demonstrate the benefits of optimized marketing ops to secure stakeholder buy-in.

Remember, it’s not about having the most tools but having the right tools that work seamlessly together. By focusing on marketing operations, you can transform your tech stack from a tangled mess into a well-oiled machine that drives real results.

Wrapping Up

Optimizing your marketing tech stack might seem daunting, but with the right approach, it’s entirely achievable. As Jade aptly summarized, it’s all about taking a step back, auditing what you have, and making strategic decisions to enhance efficiency and effectiveness. So, if you’ve been feeling the tech overload blues, it might be time to give your marketing operations some much-needed attention.