Implementation Ownership
Unlock the secrets of MarTech success! Dive into strategies that redefine your marketing game.
"Who should own MarTech strategy and implementation?"
This is the big question that arises when companies start looking at the daunting task of technical implementations. Should it be someone who knows the brand’s product best or someone who knows the platform being implemented the best? It’s both. While company leaders should determine their business strategy and own reporting internally, we believe that agencies can provide the necessary specialists to execute marketing campaigns and bring a wealth of experience and expertise in strategy execution. But how can companies balance internal strategic ownership with expert agency support to achieve their marketing goals?
In-house teams know their business 10x better than any agency ever could. However, turning high-level strategy into practical, actionable tactics is where an agency operates most effectively.
Agencies bring knowledge of multiple use cases, beyond a single industry vertical, and can provide valuable input in terms of execution.
It's often not feasible for a company to run its own MarTech implementations.
A full-time headcount to instrument and own MarTech tools with specific use cases is generally too expensive, and some employees could feel that an in-house position doesn’t allow for career growth (or puts them in jeopardy if the company switches tools). Hiring an agency is a less expensive, safer, and more effective investment than bringing on an internal team to become platform experts.
For example, a few of our clients have only one or two staff members dedicated to their MarTech tools. While their capacity for activities may be limited, they focus on high-value and impactful initiatives while relying on an agency like ours for incremental value and to support high-value, impactful initiatives while focusing on their core business.
The alternative from a CMO’s perspective is to look at the tools and say, “If I don’t have anyone to support them,” or “If I need to spend 300k a year to keep these tools active, then why am I spending money on them?” and lastly, “I’ll just go back to what I know.” We’ve seen this plenty of times; it’s unsustainable and prevents future scalability.
Co-ownership is the way to go.
Internal teams should own reporting and strategy, while platform experts own implementation, project management, and execution. It’s a partnership that will lead to the most effective and efficient result.
Ready to transform your MarTech game?
If you’ve been looking for the right agency to handle your MarTech implementation, contact us and see if we’re the right fit for you.
