Being SMART with your martech: Balancing product inputs and performance outputs

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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.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andy has over 15 years experience in formulating marketing, digital and content strategies for many of the world’s leading brands, agencies and technology pioneers. Andy works closely with CEO and CMO thought leaders, executives and technology partners on strategic marketing, digital and content marketing strategies. He has also spends considerable time consulting, and travelling across the World, for many digital and content marketing technology startups — working on research, event and publication projects. Andy has worked at the C-level with leading brands such as HP, Google, Facebook, Twitter, Apple, Microsoft, HSBC, United Airlines, Adobe, Apple, American Express and Fidelity International. He has also consulted on digital marketing projects with many of the world’s leading agencies such as Publicis, Aegis, Starcom, Digitas, Zenith Optimedia, GroupM and WPP properties.


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