Today’s marketers use many tools to get their work done. Whatever their purpose, the sheer number of tools create problems. All of this tool-switching wastes time and causes pain because of the inefficiencies and not being able to recall what information exists where.

Marketers face additional difficulties when it comes to data collection and analysis. They spend hours collecting and analysing data from different sources, and in the time it takes to create reports, that information is already outdated. This primarily happens because of disintegrated marketing systems.

One of the objective of any marketing technology is to simplify work, but the cluster of systems in a MarTech stack often does the exact opposite. Hence every marketing team needs to carefully strategise and design their ideal MarTech stack. The design should be such that it connects teams, increases efficiencies by automating workflows, and ultimately provide a single source of the truth.

Just as a great sitar does not make one a virtuoso, Marketing Technology Stack also does not guarantee a brilliant edge in marketing.

Our focus should be on delivering frictionless consumer and customer experience which can lead to calibrating the optimal MarTech Stack; Solve for the ‘what’ over the ‘how’ as that will lead us to reach the optimal MarTech Stack.”

Zaved Akhtar,

Vice President, Digital Transformation & Growth, Unilever South Asia

The Hansa Cequity 6D MarTech Evaluation Framework©

No one size fits all. The means and tools will be different, but the end objective is the same – Driving business value through customer centricity. There is a need to balance customer-centric ideas and technology-centric solutions. Self-service, personalisation, contextual content, real-time communication, geo-targeting are all customer-centric ideas.

Integrated platforms, centralised systems, automation, economies of scale, ease of operations and reporting are all technology-centric ideas. The truth lies in imaginatively integrating customer-centric approaches and technology-centric platforms.