Strategic Advisory
Get the focus right
The MarTech landscape can feel like a jungle. Dense and full of interesting creatures. I've guided 100s of marketers through the eco-system and helped them focus their resources to achieve their business goals.
Do you need a business-driven partner to harmonize your
marketing technology strategy?
Why is this important?
If you are an enterprise with an international market, you will be stunned by how many MarTech tools and supporting agencies you already have.
The gaps and overlap in functionality cause your information to be trapped in siloes. It creates operational friction and a sub-par customer experience.
"Marketing is the least efficient process in business,
while at the same time being one of the most important."
Robert Shaw & Philip Kotler
If it's broken, fix it.
Based on dozens of ROI calculations, I expect that 10%-20% of your total marketing budget is vaporized each year due to suboptimal processes supported by a diffused MarTech portfolio and supplier network.
Clarity on a strategic level, supported by team capabilities that match the ambition, is a necessary step towards a sustainable MarTech Stack that drives growth.
-
Where did you get your benchmark numbers?Call me a nerd, but I collect research papers on MarTech and ROI. Some are great. Most are not. In general I would be careful with using benchmark numbers in MarTech. There are just too many variables and small differences that make it hard to compare situations and use them to estimate potential. From my ROI work, previous research, and MarTech implementations, I did establish a bandwidth of potential quantified benefits that I believe are realistic. Usually I use them as a starting point for a discussion and we manipulate the numbers on the spot to see the effect. These simulations are equally essential to understand the dynamics, as they are for showing a concrete number at the end. I prefer calibrated estimates from the team over non-validated and non-comparible facts.
-
Why do you like estimates?It is better to be roughly right than precisely wrong. —John Maynard Keynes
-
You talk about NPV? What's the difference with ROI?To calculate the value of MarTech programs I recommend using the Net Present Value (NPV) method. Here you can find my simplified take on the differences between ROI, PP, and NPV calculations and why you need the latter.