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2018
Marketing Technology ManagementManage the Technology You Have. Find the Technology You Need
Anita Breartonabrearton@cabinetm.comFounder/CEO CabinetM
CONFIDENTIAL 2018
Marketing Objectives
New Markets
Increase Average Order Value Increase Repeat Purchases
New Customers
Reduce Cost of Acquisition
Drive revenue & Increase CLTV
New Products
CONFIDENTIAL 2018
Key Ingredients for Marketing Success
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• Technology impacts everything
• Technology $$ are increasing
• Technology evolution continuing at an extraordinary rate
Technology
Product & Price
Marketing & Sales
Strategy
Brand Development
Programs & Channels
Skills & Productivity
CONFIDENTIAL 2018
The Marketing Technology Stack
• Compilation of all the marketing and marketing-related technology being used across an organization
• Mix of acquired and internally developed products
• Highly visual or as simple as a spreadsheet
CONFIDENTIAL 2018
Do You Know What’s In Your Stack?
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Understanding what impacts performance
– Technology suite
– Technology utilization
– Technology performance
– Technology integration
– Data architecture
– Team proficiency
CONFIDENTIAL 2018
Is There Centralized Oversight of Your Technology?
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Lack of oversight can lead to:
• Poor performance
– Lack of integration
• Increased costs
– Redundant contracts
– Redundant products
– Zombie products
• Security exposure
CONFIDENTIAL 2018
A Platform for Marketing Technology Management
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Product Discovery & Qualification
Technology Management
Collaboration &Visibility
CONFIDENTIAL 2018
Collaboration and Reporting
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Work in teams to collaborate around technology
• Selection
• Implementation
• Integration
• Performance
Share technology details across the organization
CONFIDENTIAL 2018
Technology Management
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Track and manage all the detail around the technology you use, are testing, and retiring
• Contract information
• Function
• Spend
• Performance
• Integration
CONFIDENTIAL 2018
Tracking Team Proficiency
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• SkillStacks track technology proficiency
• Track at the individual or team level
• Filter to find the skills you need
CONFIDENTIAL 2018
Product Discovery
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Find the products you need
• 300+ categories
• 9,000+ products
• Most companies are using 50+ products at any given time
CONFIDENTIAL 2018
A Note About Product Qualification
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• A trusted peer recommendation is extremely valuable
• Don’t be afraid to share what’s in your stack
– The magic isn’t in the technology it’s what you do with it
• CabinetM has created a uniquetechnology community for the WIRLC to support the sharing of technology information.
CONFIDENTIAL 2018
For More Information
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For an electronic copy:
TEXT:
stackworkbook
to
44222
2018
Thank You!
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Anita Breartonabrearton@cabinetm.com
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