Marketing technology has exploded over the past decade, with new tools for emailing, posting, measuring, generating, responding, tracking, analyzing, and everything else you can imagine. It seems like every other day, some new company or software is touted as the next big thing in marketing.
It’s tempting to jump on these bandwagons early, in an attempt to gain an early competitive edge. Too often, however, businesses invest in these technologies because they buy into hype rather than taking the time to make a strategic evaluation of whether or not they really need what’s being offered. Just because you can do something new doesn’t mean you should or even need to. Even if you can in fact use the new shiny toy, do you really need it at this point in your evolution or are your strategic processes worth your attention instead?
As the saying goes, don’t fix what isn’t broken. That’s not to say you shouldn’t innovate or be on the lookout for new systems and technologies that can truly improve your business. But if you already have systems and processes in place that are working well, helping you achieve your goals, and they can be scaled for future growth, you have to seriously consider whether a new technology will make a substantial enough change to warrant buying, installing, and training employees for a new system.
Now I know some of you are simply early adopters who love trying out the latest toy, and nothing in this article will persuade you otherwise. But for the rest of you, here are some things to consider when evaluating whether or not to sign up.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.