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A ROADMAP TO MARTECH
Consumer behaviour is changing at an accelerated pace and organizations need to design strategies to keep up with these trends. But this is not only about adopting the latest, greatest technology. Instead, marketers should put together a roadmap that provides insights into the most effective technologies for their audience.
Developing a robust vision for MarTech is a challenging task for any marketer. Once there is a better grasp of market trends and organizational challenges, it is easier to be more prepared to develop a technology strategy. This helps in elevating the overall customer experience and ensuring a solution where both, brand and customers benefit. Here are a few key points to consider while building a MarTech roadmap:
Understand and Align Current State Capabilities: The goal is to create buy-in from your entire organization, and highlight the need to develop a robust future vision for MarTech. 
Identify Future Measure of Success: After pinpointing the brand’s current technology state, marketers can easily identify measurable goals. 
Offer Recommendations to get to a Future State: Once the KPIs are agreed upon, marketers should set up teams involving business and technology stakeholders to draw the blueprint of articulating those clear recommendations and strategies, to get from your current state to your future state goals. 
Prioritize basis Effort and Impact: If the current status, KPIs, and recommendations have been clearly articulated to the rest of the organization, marketers can begin prioritizing the required technology implementations. measurable goals. -
Impact of Marketing Automation on Business Success
Reduce cost and increase efficiency by streamlining processes and minimizing manual errors.
Improve customer and employee experience by providing an integrated, consistent, intuitive, and conversational user interface.
Enable business agility and change, by incrementally reshaping legacy processes.
Provide insights and situation awareness by streamlining and minimizing manual errors.
Building differentiation via innovation, and strategically building the tech stack to create the desired impact.
While the choice of stack needs to consider current scenarios and have clarity of future state, its equally important to acknowledge and accommodate game changing, and essential drivers which will ensure success.
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