Looking at how you’re going to save time and money in 2018, it makes sense to look at what marketers did this past year when it came to managing their marketing technology.
Be you B2B, B2C or B2E, there were a few constants when it came to technology across the enterprise:
- Resources are finite.
- Automating processes saves both time and money
- Technology that doesn’t work, doesn’t work well with other tech, is too hard for your staff to use or isn’t used at all is a waste of time and money.
Enterprises using MarTech, FinTech, AdTech and collaboration tools have CabinetM to help manage technology adoption, use and spend. Leveraging a database of 8,000+ products, enterprises used technology stacks to get their arms around their technology.
The premise is this: You have groups of technology you can put in layers. Put those layers together and it forms a stack.
The why behind it may be easier to grasp: If you can manage all your company’s technology on a spreadsheet, you should do that. When your enterprise has grown beyond a clipboard, where you need to manage multiple software contracts that expire at different times, across multiple users with purchasing power for tech that needs to integrate with what you already have, use a tool to build a stack.
How to create layers of a stack
While the most popular name for a stack layer is “analytics,” not every stack had a social media layer, or a CRM layer. And while “content” and “collateral” were names of layers, “blog” was near the top of the list when it came to most popular layer names.
What were the most popular layer names in 2017?
- Social Media
- Email Marketing
- Marketing Automation
When you add the five products to layers, you can see how the stack starts to take shape.
Note that when we match up the top layers and the top products marketers are choosing for CabinetM stacks, they’re not exact: Our number 6 most popular layer is leads, our number 6 most popular product is Hootsuite (social media management).
- Google Analytics
- Marketo Engagement Marketing Platform
- Google Adwords
- Google Docs
Now that you have the basics, check out how you can build your free stack on CabinetM.
Build a stack and see how much technology you have in just your own department, and then envision that in every department in every office you have.
Need help in managing your marketing technology? Erica Ross at firstname.lastname@example.org can help you walk through a stack.