Being SMART with your martech: Balancing product inputs and performance outputs
Don't just focus on the technologies you use in your stack. Contributor Andy Betts explains why you need to carefully consider marketing performance and make martech decisions that prioritize ROI.
Most chief marketing officers will agree that building a marketing technology stack is a key priority when setting out to develop strategies that will drive measurable success and a demonstrable return on investment.
While that may be the case — and while it’s true that a technology stack is a critical part of any marketing operation — a martech stack in and of itself is no guarantee of success. To think otherwise is to commit a major error in understanding the role of inputs (namely, the technologies you use in your stack) in relation to outputs (also known as marketing performance).
In today’s highly fragmented, overcrowded marketplace, success can’t be assumed based on inputs. Rather, success must be evaluated on the basis of marketing performance — which can be set up for accurate measurement by establishing SMART (Specific, Measurable, Achievable, Realistic and Timely) content marketing initiatives.
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