One of the often-ignored aspects of ensuring a data driven ecosystem is planning for people and culture. This includes communication of the overall vision, articulation of the strategy, defining and aligning KPI’s as well as training to all stakeholders. In this entire process, the most underestimated effort is change management. It is relatively simpler to change technology and systems, but to get people to change their behaviour or habits is a fundamental challenge.

Technology typically only accounts for 20% of the change – the other 80% is down to process and people, and how you can get them ready for that change. MarTech and any strategy around that are only as good as the people you have in your team. Organizations must ensure that the people are trained, enabled and are accountable.