It is no secret that there is an overabundance of marketing technology available today. The ChiefMarTec marketing technology landscape is enough to make anyone’s head spin. There is a tool for just about anything. All of these technologies can benefit marketers but with so many choices it can seem overwhelming to decide how to prioritize time and resources. In fact, the number of choices is so overwhelming that it has paralyzed some marketers into doing nothing. It just seems easier to stay the course with current processes even if they aren’t as efficient as the tools out there could make you.
And, the indecision created by the proliferation of solutions isn’t the only thing holding marketers back. Here are a few of the other reasons used for stalling and not moving forward with a selection.
- Time: Marketers are busy people. Smaller teams have to wear multiple hats – email marketer, social media manager, content creator and event coordinator just to name a few. The misconception is that implementing new tools will be a big time suck. This is shortsighted though as there are efficiencies to be gained and the implementation probably isn’t as painful as you think.
- Budget: It is easy to say that you don’t have budget for a solution. But, can you afford not to do it? First of all, there is significant ROI documented for many solutions. For example, check out some of these analyst statistics on the value marketing automation delivers. Additionally, you may already have several individual tools that you are paying to use. What if you could consolidate with one tool that offers even more functionality? An example of this would be if you’re using separate email marketing and web tracking tools.
- Lack of experience / strategy: If you haven’t used a solution before, it can be scary to make the decision to invest in a tool. You don’t want to screw up or look dumb by not being able to use all the bells and whistles. Or, maybe you don’t have a good handle yet on the processes and strategies you need the technology to support. You can easily get around this by finding a provider who has the ability to help you figure it out. Look for a partner who offers onboarding and ongoing support to make sure you can take advantage of best practices.
- Boss doesn’t understand the benefit: Getting approval from your boss can definitely be a hurdle. Understanding the benefits of marketing technology is hard enough when you are a marketer so it is not surprising that you might get an eyebrow raise or blank stare when trying to get your boss to sign off on it. Ask the provider to help you. They probably have a simple document or presentation that can outline the technology and its benefits so you can credibly sell it to your boss.
So what’s holding you back?