How Do Marketers Get a Better Grip on Martech?
Marketers can be forgiven for thinking that monetizing their martech stack is like digging through the Sahara with a teaspoon. Brand managers have been steeped in marketing technology for years, of course, but they continue to have a devilish time monetizing their tech stack and making it more actionable.
Are brands ever going to achieve a 360-degree goal for martech? Probably not. But CMOs and marketers can play a key role building an infrastructure needed to digest, clean, and store their data. They also need to make it more accessible for the entire team to learn deeper insights about consumers that will help to inform more successful ad campaigns.
Jason Cherok, a partner at McKinsey & Company, stresses that marketing leaders need to think about martech not as a "project" but, rather, as a "product" that must be nurtured and monitored, as opposed to the "set it and forget it" mindset that makes martech even more difficult and digital optimization a pipe dream.
In the latest episode of Champions of Growth, Cherok joins host Matthew Schwartz to talk about how CMOs and marketers get a better handle on martech and bring some more stability to what often can be a chaotic endeavor.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.