4 Helpful Questions.
PART 2 — Determining whether you have a Martech utilisation problem can be simpler, when you ask the right questions.
Measuring utilisation can have different outcomes, so how do you know whether you have a utilisation problem or not?
We advise our clients to consider these four key questions (a checklist if you will) when evaluating whether utilisation is impacting business.
1. Impact?
Is utilisation affecting real-world customer and marketing outcomes, ie Brinker’s “value”?
2. People?
Do we have the appropriate human resources available (hands on the tools) and is a lack of them standing in the way of utilisation?
3. Fit for purpose?
Is our utilisation low, simply because the technology we have is not fit to our need?
4. Function?
Is utilisation being compromised by poor implementation and support, including aspects like data and maintenance, meaning the technology too often feels ‘broken’.
Ultimately, you can have the best people and the best intentions, but if you choose the wrong product or implement the right solution poorly, you will compromise your ability to achieve full utilisation – and face the consequences.
Woe be the CMO who must continue to go back to a Board or senior executive team with cap in hand requesting more money to fix an increasingly unpalatable project.
Even if you get the right product, skills, and application, you still need to account for unforeseeable factors such as tech drift, IE platforms that no longer meet your needs over time, shifts in operating model design, skills availability in the market and maturity – all of which can affect Martech utilisation.
QUICK LINKS TO THE FULL ARTICLE
PART 1 — Waste Not, Want Not. Calling Utilisation Into Account.
PART 2 — 4 Helpful Questions. Determine If You Have A Utilisation Problem.
PART 3 — Measuring Martech Utilisation.
PART 4 — Martech Utilisation Levers.