8. How much tech is too much tech?
On average, marketers use between 6 and 10 different tools to manage campaigns and data.
In 2017, 80% of marketing execs added between 1 and 5 new technologies
80%
9. How much tech is too much tech?
56% of marketing execs feel overwhelmed by the amount of data in their technologies.
56%
59% of marketing execs are using 2 to 5 Dashboards or Reports to understand
marketing performance.
59%
14. Tech Stacks Are Expensive
70% of marketers believe the marketing tools they have to use include some redundancies,
which is another needless cost.
70%
Nearly 60% of marketing budgets go to integrating, maintaining, and managing various
technology tools.
60%
15. Tech Stacks Are Inefficient:
82% of sales and marketing professionals lose up to an hour managing tools every day.
45% of marketers feel frustrated with monitoring and maintaining different tools.
82%
45%
16. Tech Stacks Present Organizational Risk
By 2020, 1/3 of enterprise cyberattacks will
come through applications that were not
vetted by IT.
– Source Gartner
18. “Shadow IT:
When teams implement technology
solutions independent of their company’s
IT department.
19. 9… 9…
Shadow IT accounts for 30 to 40% of
IT spending in large enterprises.
90% of CIOs worldwide are
bypassed by other departments in IT
purchasing decisions sometimes and
31% are bypassed routinely.
On average, large enterprises use
over 1,200 cloud services – and over
98% of them are Shadow IT.
30-40%
20. The most common culprits in your tech stack
Messaging apps Physical devices,
such as flash drives
and other external
hard drives
Cloud storage Communication
apps
Productivity and
scheduling apps
21. “And you just wanted to be
a better marketer...
... How’s that tech stack
looking now?
25. Step 2: Self-Audit Your Stack
• Are you effectively executing an omnichannel marketing strategy? How many
tools does it take?
• How much time are you spending managing your technology?
• How much money are you spending on your entire tech stack?
• Are members of your team spending their time managing technology? Or are
they leveraging tools to be more strategic, creative marketers?
• Is your tech working for YOU or are YOU working for your tech?
29. What to look for
• Provides a centralized customer database.
• Gives you a single unified view of each customer.
• Allows you to create, execute, and measure an omnichannel marketing strategy within
a single platform.
• Is developed internally by the vendor, not grown through a series of tech acquisitions.
30. Step 4: Work with IT to Select
the Right Vendor and Implement
31. Reduce Your Tech Stack and
Consolidate Vendors
Stop buying technology.
Start investing in solutions.
32. Key Takeaways
1. Tech is good. Too much tech isn’t so good.
2. Oversized tech stacks are inefficient, expensive, limiting, and present organizational risk.
3. Audit your tech stack and consolidate.