How CMOs Can Avoid Getting Burned By Bad Tech

Technology has been transforming every aspect of our working and personal lives. Now we find ourselves entering a new pace of change that requires us not only to react but also fundamentally change the way we operate. Whether we like it or not, it’s huge, scary, and unavoidable.

This poses a number of tremendous challenges for CMOs. They need to understand the impact of new consumer-facing tech, but, besides that, they also need to adjust their marketing strategies to the new technology and services available to them.

Clients are rightly pushing us, and we’re pushing ourselves, to be the best we can be. To stay ahead of the competition, we have to adopt technology that makes us better and more efficient.
And it’s not just a case of figuring out what you need and looking through reviews. You need to implement the technology within existing working practices, which makes the choice of tools not just a question of quality, but of whether it actually fits your specific needs.

If you get it wrong, it hurts—potentially millions of dollars are wasted; your employees have had to get to grips with a new tool, only to find that it doesn’t fit and they’re forced to fall back onto existing processes; and then they cynically await the next “shiny new thing” they’ll be forced to use.

To avoid getting burned, you need an effective framework—a process through which you can weigh up the technologies out there, figure out their suitability, and ask the right questions. And you need the right partners, who can guide your decision making as a second pair of eyes.

Building A Framework And The Power Of Checklists

When you’re inundated with technology vendors, service providers, and consultancies all promising you “the next big thing,” you constantly run the risk of buying something unsuitable, incompatible, or even broken.

Looking beyond the surface claims of the vendors, the opinions of strangers on the internet, and what it says on the box is a crucial part of managing this risk. Having a framework you can apply to every project and new technology you acquire allows you to do this in a structured and consistent way.

The beauty of our industry is that it’s evolving into a data-driven industry. We can use data science to prove our decisions are the right ones. If you’ve got a list of criteria you can match the tool against, you can not only identify potential problems, but also quantify the level of risk involved.

At the simplest level, it can take the form of a checklist. You could have a list of questions to ask the vendor and yourself so that you can tally up how useful and relevant it is.

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Source: CMO