Are you stuck in the marketing mud?
Technology has been the driving force behind modern marketing. And it’s brought about change at an unprecedented pace. It’s no wonder then that so many marketing departments are facing challenges when it comes to successful implementation and adoption. But the problem doesn’t lie with the Martech. It lies with the people. More specifically… their mindset.
So, how do you know if you have a problem? In my experience, the following are typical indicators of there being an underlying issue:
- A revolving door system for your CMOs
- Repeated investment in the latest marketing technologies
- Obsession with the next innovation over full use of your existing stack
- Poor returns on Martech investments
- Low levels of Martech adoption among team members
- High vanity metrics but weak conversion rates/low revenue contribution
- Frustrated Martech use through poor data
- Repeated use of inefficient or failing marketing strategies
- A frustrated sales team
- Unhappy board members waiting for promised results
Of course, seeing all these signs is one thing, accepting there’s a problem behind it all is another.
If you’re seeing any of the above in your organisation you must accept there’s an issue and you have to understand that trying the same thing again and again, looking at technology for the solution, is insanity. Instead, look at your team and your organisation as a whole… is a fixed mindset what’s really holding you back?
Fixed versus growth mindset
Understanding the mindset of the team is the first step to evaluating whether you’re really geared up to make the most of a Martech investment – and this applies for businesses evaluating the potential of Martech just as much as those who already have it (arguably even more so).
Take a look at the below. How do you respond to various demands or experiences? How does your team respond? You’ll see that a fixed mindset is a barrier, especially in the context of Martech adoption which requires a change in thinking, working and approach.
Once you accept the problem, you can work out who’s responsible for creating it and who’s responsible for solving it. But remember, technology is never going to be the solution. The role of Martech is to enhance, which it can only do if it’s being driven by the people with the right skills, but more importantly – a growth mindset.