What to do When Your MarTech Partners Pivot?
Mastering your MarTech stack is necessary to excel in marketing today. So much of marketing revolves around reliable technology partners! Your lead acquisition, marketing funnel, all communications, advertising, and so on all run smoothly thanks to a quality MarTech stack. So once you develop that perfect stack, you’re set forever. Right?
Steven Aldrich
Well, not exactly.
Technology is always changing. Acquisitions, mergers, and sunsetting divisions of a once-loved tool are nothing new in the world of tech. What do you do when your partner no longer offers the service you depend on? What do you do when businesses pivot and restructure their tool, and it can no longer power your marketing goals?
We’re here to help you master this journey full of sharp turns and unexpected changes. When technology partners pivot and throw your straightforward strategies askew, you can still land on your feet.
Embracing Change in MarTech
Recently, Google made a huge shift from Universal Analytics, established in 2012, to Google Analytics 4. While Google Analytics 4 was established in 2020, many users up to this year have still relied on Universal Analytics. However, starting July 1st of this year, Universal Analytics officially sunset and stopped processing data. This shift has been a disrupting change for many, as so much data must be transitioned to make this switch.
Changes like these are always around the corner. How can you keep reaching your goals despite these inconvenient redirections?
Navigating Sudden Shifts
To avoid being caught off guard, be proactive by staying informed and anticipating changes. Be ready to adapt when these evolutions occur to avoid scrambling to react at the last second. At Ragnarok, we are right in the middle of it all. We stay up to date with the latest changes happening in MarTech, so we can be ready to help you stay on top and make the right decisions for your business.
Embracing Opportunity
It can be a scary moment when you first hear that your MarTech partner is pivoting. But it’s also a great opportunity to check in on your goals and identify whether the tool’s changes still empower you to reach them. If not, it’s time to explore alternatives (we’re here to help with that!) Transitioning can be challenging, but it can bring you fresh new horizons of innovation and improvement in the end.
Merger Madness
Mergers and acquisitions are common in the world of MarTech. Your favorite small but mighty solution could suddenly become part of a larger conglomerate. And this merging often comes with its own set of growing pains and uncertainty.
We often go to the worst-case scenario when we sense this uncertainty ahead. But that’s not always the case! Sometimes merges arise from two companies who do similar things and decide to combine their powers. When this happens, you may have access to more tools than before, or the tools you’re using may be improved. But sometimes, a merger is a storm of unwanted changes to navigate. Whether you’re adapting to these changes or need to make a change yourself, our MarTech consultants at Ragnarok can help you master your MarTech’s merger.
The Full Platform Pivot
Sometimes, MarTech partners decide to change their entire platform. A broad tool decides to focus on serving a specific industry or business size. A long-trusted platform sunsets a feature you rely on. These shifts can leave you stranded without a plan in place.
Smart Transitions
Instead of immediately jumping ship or conversely assuming the tool will still work well enough for you, just like with a merger you’ll have to decide if this pivot will still help you reach your goals or if it truly is time to move on. Will they still offer the tools you need to succeed? If they don’t, it’s time to choose and learn a new platform. This will require time and research. Or start a conversation with our MarTech consultants who can offer insider insights!
Onboarding Transitions
If you decide to stick with the pivoting platform, it’s time to learn the new features! Similar to using a new solution, there may come some onboarding challenges in this process. A MarTech consultant can help translate these feature changes and how they can best be used in your business.
Come Out on Top with Ragnarok Consulting
In the innovative world of MarTech, change is the only constant. The ability to adapt and thrive amidst jolting redirections will make all the difference in coming out on top of these transitions. With Ragnarok as your guide, you gain a trusted and informed partner to help you navigate these challenges quickly and efficiently.
We specialize in MarTech consulting, offering tailored solutions for businesses facing technology pivots, mergers, or other platform changes. Our expertise spans everything from strategic planning to MarTech
stack audits and beyond. We’re here to ensure your marketing technology ecosystem remains resilient
and effective in the face of constant change.
Need more insight before pivoting? Reach out to our technical consultants for anaudit and recommendation.
Steven Aldrich
Steven Aldrich is the Co-Founder and Co-CEO of Ragnarok, an agency that blends Marketing acumen with MarTech consultancy. For more than 15 years, Steven has helped brands improve their app retention through strategic mapping, increasing automation and personalization, implementing new marketing tools, and training teams to think more strategically.
