In addition to buy-in and budget, what support is needed from other internal teams to set up an organization for success with a new Martech solution?
An onboarding plan and a dedicated owner!
I'm sure you've seen it before too-- you buy something new and shiny, and it takes a lot longer to implement and use than expected. Fast forward a few months or years and you realize nobody is using it anymore and it's shelfware, ready to be cancelled. I've found it to be super helpful to assign a singular owner to the martech solution, who is in charge of ensuring it's implemented effectively, people are onboarded onto it, and to report out on usage periodically.
To be set up for success, you’ll need a driver or owner for the MarTech solution. Without this person, oftentimes you’ll find the software is forgotten or underutilized. The driver ensures the tool is used to its fullest use case or capacity.
The driver should also create a utilization playbook. This playbook should address questions such as:
- How is the tool intended to be used?
- What are the capabilities that are not being used today, but that the org can grow into?
- Who else can use the tool and also realize its value but isn’t today?
You may not have a MarTech stack committee at your org, but the owner can drive these types of discussions.