Email is over twenty years old, but we still rely on it as if it were the holy grail of getting things done. We spend more time on busywork created by inefficient processes (due to disparate technology) to get the work done. And everything is urgent—yet the cross-functional collaboration necessary to create smart workflow processes with the right tools for your marketing teams simply doesn’t exist much of the time.
With the direction our culture is moving in — apps everywhere, apps for everything! — it might stand to reason that the fix for our problems could be, well, more apps. But in reality, what happens when you try to fix broken tech with more tech is a mess of would-be “innovative” technologies bolted onto legacy systems. In other words, your problem is now worse: disorganized data, conflicting processes, and mass confusion. We end up with even more meetings and emails to fill the gaps in context and communication — the exact problems all this fancy tech was supposed to solve. Teams are bogged down because old tools don’t work, and can’t keep up with the shifts in corporate culture brought about by technological advancements.
Some interesting stats:
- Marketers use 6-10 different tools to manage campaigns and data
- Nearly 60% of marketing budgets go to integrating, maintaining, and managing various technology tools
- 80% of marketing execs added between 1 and 5 new technologies in 2017
What does this mean for your marketing teams? Inefficiency, high expenses, and organizational risks.
What should marketer do?
Read our Downside of a Giant Tech Stack whitepaper to get insight and actionable steps into tackling the challenges of technology overload, the inefficient processes and productivity it creates, and the burden it places on your teams.