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 per ...Read More

Someone once told me that the average adoption rate of martech platforms is close to 5%. Meaning that of all the features they make available the average customer only uses about 5% of them. I don't think this is exactly right but I believe it to be directionally accurate. Trust me when I say I have a little experience with the accuracy of that. This is wasted opportunity, not using features you're paying for. So you need ADOPTION for new martech solutions. Get a few folks internally to become c ...Read More

I would make sure your leadership team is built into the vision for what the MarTech is going to unlock. Even after their approval, keep them in the loop on your implementation progress. Then when you're live, socialize your successes and failures with leadership and xfnl teams. Bring people along for the ride and get them excited about what you're doing. Specifically, I'd build relationships with teams in marketing, sales, operations, product, and anyone else that is part of go to market. You m ...Read More

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 ...Read More