Have you been in a position to suggest implementation of updated Martech solutions and what indicated to you that a new (or additional solution) was necessary for success?

Yes, I've introduced many MarTech solutions throughout my career!  As with any business case for new technology, it will require buy-in from leadership and cross-functional teams. Where possible, I highly recommend finding a peer-level champion at the company to help make the case with you. It usually requires a succinct executive summary + 2-3ish page doc, lots of repetitive conversations about "why" this is necessary to gain buy-in from your manager, and an internal roadshow to other key stake ...Read More

The biggest indicator for me is always “excel”. If we are tracking too many metrics across different excel sheets, it is a clear indicator that we need a solution to manage that piece better. Another leading indicator is when you are unable to track your customer/prospect journey across different campaigns. Especially when you focus on large enterprise accounts, you are engaging with the same set of stakeholders over months and years (sometimes). It becomes critical to be able to understand all ...Read More

Yes, I have, three times over. Before you evaluate current tools or consider bringing in new ones, it's crucial to align on your goals. What problem are you trying to solve? Things can spiral out of control rapidly, especially when dealing with salespeople. It's important to keep them within their comfort zone, which is typically their CRM. Attempting to do too much at once can lead to complete failure. Don't be lured by the shiny object or the “quick fix button” you are being sold on. It's not ...Read More

When I joined my current organization, the sales & marketing teams were using Demandbase. Demandbase is a great tool for ABM, but our current implementation was not meeting our needs - the scoring model was so complex it took 10+ minutes to load, we had asked sales to log into the platform instead of pushing the relevant data into Salesforce for them, and we were sending "MQAs" to our SDRs that were essentially indicators of contact engagement with email marketing, rather than account activi ...Read More

Yes. With any internal pitch I've made for resources or investment in technology, I've always focused on three simple things: Tell a story around the pain caused by the problem Present a world where that pain is gone and the business growth we could be achieving Offer the solution for how we get to that pain free world The problem could be a leaky funnel. The leaky funnel causes lost revenue but it also burns out the team and wastes resources. Make that problem personal and explain that every ho ...Read More

Absolutely! One indication that a new or additional solution is necessary is when inefficiencies become incredibly apparent. Spending time on manual tasks, needing to build out homegrown solutions, not being able to get in front of customers in the most effective ways, and running into integration gaps are a few obvious areas for consideration. You have to meet your customers where they are, and sometimes this means you need tools to more efficiently do so from an infrastructure perspective. Do ...Read More