SAN JOSE, CA – If you are in marketing right now, you know that it's hard to rationalize a single stack. Bringing two or more batteries together is really complex, "said Sheryl Schultz, Director of Operations at CabinetM, at this year's MarTech conference.
Schultz hosted the "When Stacks Collide" session featuring Poly (formerly Plantronics), technical director of marketing technology, Zack Alves. and Justin Sharaf, director of marketing operations for LogMeIn. Alves and Sharaf led their teams in major acquisitions within companies, managing the process of integrating several martech batteries into a stack that meets everyone's needs.
Three rules for melting piles. LogMeIn has acquired more than 10 companies over the last seven years, from 1,200 to 3,500 employees in one afternoon. To manage the chaos of bringing together two separate martech batteries at that time, Sharaf developed three specific rules:
He stated that his first rule was to find an "optimal" technology. It is not a question of selecting the most popular platforms, but of choosing a solution adapted to the needs of the company. Secondly, it ensures that the technologies it chooses integrate into the existing technological ecosystem and are evolutionary. Finally, he avoids layoffs.
"We made sure layoffs could be consolidated," said Sharaf about LogMeIn's martech stack when acquiring GetGo in 2017.
Before decide a martech solution, Sharaf ensures that the technology meets safety and compliance standards. He also created a system to document the functionality of each solution, accessible to all members of the company. He has also put in place a leadership council that allows stakeholders to give their opinion on what is important. Sharaf said getting leaders' approval of any new technology was a priority.
"Once it became clear that there was no redundancy and that the appropriate approvals were granted, then we could not begin to evaluate the technology." Said Sharaf.
When your martech stack doubles in size. When Plantronics, a headset company created in 1961, acquired Polycom in 2018, its martech stack size has doubled with more than 120 new marketing technologies available.
"It was felt that it was Christmas morning," said Alves of all the new solutions. But then, he said, the reality began. "You have a bunch of different toys from different sets of play."
Not only was the martech stack developed exponentially, but the commercial teams doubled in size in one night with roles and responsibilities change and reorgs happen. (As recently as last month, Plantronics changed its name and now calls Poly.) During this period, Mr. Alves said that one of the most crucial factors to ensure the success of his team was the ability to create alliances within the new corporate structure.
go see people and go see them, "said Alves." You will need these relationships when you sell ideas later.
Alves said that it was important that his martech organization come forward as a team of marketers who wanted to advance the vision of the company, which meant finding opportunities in the unknown while many people were saying no to new ideas. To do this, his group has collected as much data as possible about the company's technology.
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"We wanted to make sure to be very organized and to have one we could react to," said Alves , who also admitted that it was extremely important, at the beginning of the merger, to choose your battles. "I can not emphasize it too much. There is no need to die on each hill.
Alves believes that anyone who tries to fingerprint each project may not be successful in his or her main mission.
Tactical actions to take during the first year. Sharaf and Alves agreed that if you can not find a champion for a given marketing technology tool, then he is gone. "Removing redundancy was also an important task for both Sharaf and Alves at the beginning of the Combination of Multiple Stacks martech.
Alves has been able to reduce three different marketing automation platforms into one platform aligned with his company's customer relationship management system. Phatronics and Polycom's Martech Stacking Phases.
Examining all of your Martech Contracts is another important step to take quickly to allow you to get started. Identify contracts that renew themselves automatically and avoid being locked into a contract with a platform do not plan to use. There are also new opportunities for contract renegotiation as your company's needs for advanced technology grow.
"If you have not set up a system in which every new market technology management contract arrives on your desk, do it tomorrow," advises Sharaf. ]
Share your knowledge. To assess the need for each martech tool on the stack, Sharaf interviewed his marketing team at LogMeIn's marketing staff to determine who was using which tools and how they were using them. He said research has shown that different people are using tools in different ways.
Sharaf then created a profile for each technological element of the martech stack. "It's so powerful because it opens up this knowledge to everyone." Before new products can be purchased or even renewed, Sharaf requires a written business case for the tool by the person who makes it. make the request.
When it comes to mixing stacks of martech and continuing management of marketing technology, Schultz pointed out how endless the process was. "Every time you think you've identified everything in your stack, it changes."
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment . From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.