I can't imagine having MarTech, digital, product development, operations, IT teams, all with their roadmaps and systems connecting to our marketing stack without a blueprint.
Beki Scarbrough, VP of Integrated Marketing at CA, sums it up well: “The rate of change in MarTech combined with the dynamic needs of our customers, and ultimately our business, is so fast that we are always thinking about what's next. The CA marketing team realizes that their business, their customers and marketing practices and technology are always changing. This team utilizes an ever-evolving MarTech blueprint of their tech “stack” and processes to help guide and prioritize their investments.
Blueprinting marketing software#
Vaughan: A good example is the marketing team at CA Technologies, a global provider of IT software and services. Whitler: Do you have a case study regarding how a marketing tech blueprint helped a firm perform better (basically, what are the noticeable benefits and outcomes)? In addition, there is incredible power in sharing with current and prospective MarTech vendors and asking, “Where does your tech solution or tool fit in?” or “How does your tech add value or replace existing providers in our current environment?” They are used to provide a “single view of the truth” for all stakeholders involved in the marketing process, including the teams utilizing the technology and the executives who are evaluating investments for ROI and business impact. Lastly, and maybe most importantly, Blueprints are powerful internal and external communications tools. How do we configure marketing tech and processes to integrate with the rest of the organization?Ĩ. Are there duplications we can consolidate or eliminate for efficiency?ħ.
Blueprinting marketing full#
What’s integrated and what’s not to get a full customer and marketing performance view?Ħ. By documenting and visualizing systems and processes, marketers can quickly capture the current state of their marketing technology, identify gaps, overlaps, and chokepoints, and, most importantly, have a single view of their technology investments.ĥ.
A marketing technology (MarTech) blueprint is a simple visual diagram – captured from a white board photo, organized in PowerPoint or a good old-fashion schematic – that outlines current tech, systems, processes and data flows utilized or needed by marketing. Scott Vaughan: There are thousands of marketing technology providers and new ones emerging every week as marketing functions are deploying technology to increase efficiency and performance. Kimberly Whitler: What is a marketing tech blueprint? Below are his thoughts (and a terrific example from CA Technologies). To better understand how marketers can lead these efforts through the development of marketing tech blueprints, I turned to Scott Vaughan, the CMO of Integrate. While much has been written about the increased responsibility, there has been little discussion about how marketers can facilitate better technology investment decisions. Marketers are being placed at the center of technology-related decisions with increasing regularity.
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