CEO of How To SaaS | Fractional CMO + Advisory Services for PE and B2B Companies | ?? 2x Bestselling Author | ??? PE Value Creation Podcast
For some reason, IT departments have authority over what marketing tools are chosen inside some companies. "We think you need to switch from HubSpot to Dynamics because we are getting a bundle on our Teams / Office / Azure package." Why this makes no sense: 1) Switching Marketing systems because you're getting bundled pricing from a vendor is asking for your Marketing team to fail to meet their pipeline targets. 2) Shows how little authority some Marketing teams have inside their organizations when systems they use every day are being chosen by other departments who have no understanding of the day-to-day reality of the function. 3) Demand generation and growth is the primary objective. Capturing cost efficiencies on bundled pricing is not. 4) Avoid infrastructure / switching system projects at all costs. (If you're on Dynamics, don't switch to HubSpot just because either).
Marketing tools should serve growth goals, not IT budgets. Let's focus on what drives real business success.
Not to mention the productivity setback when your team has to learn how to use new tools, or the functionality doesn’t exist
This "We think you need to switch from HubSpot to Dynamics because we are getting a bundle on our Teams / Office / Azure package." made me laugh. Because I've seen that train wreck before.
It's crucial for Marketing teams to have the autonomy to choose the right tools for the right strategies. Thanks for highlighting this important issue, Shiv!
I'd go a step further and add the brand website belongs to marketing, not IT. Therefore the tech behind it needs to support iterative improvement. It's one of the biggest issues we see. IT owns the website so "shadow IT" needs to come in with subdomains to get s*** done for sales and marketing.
Zero sense - bar UX, even then not close enough to commercial aspects
?????? isn't luck —it's chaos ??????????
1 周silo problems. this is why small and integrated teams working together can win.