DECEMBER 2021CIOAPPLICATIONS.COM9Even though in today's day and age it's most digital, a true Omni-Channel experience is the convergence of non-personal promotional channel (digital) as well as personal promotion (face-to-face)purchasing. While bringing that data together feels like a Sisyphean task for every marketer (and data architect), you likely have a myriad of information across several systems and simply need someone dedicated to being the bridge between marketing and all the other teams and their systems of record.As Coyote's Director of Marketing Lifecycle, I don't spend my day lusting over new marketing tools. Instead, I conduct discovery across the organization and connect with colleagues to understand what they're working on, what data they have and what data they'd like to have. Sometimes I don't need a new tool, I just need to be aware that data exists already, and I can provide the most value by tapping into it and relaying back to my team.On the topic of teams, I own our project management system and processes, so I also have a unique perspective on how the tech stack impacts collaboration. To put it simply, I'm here to tell you that technology is behaved upon. It's only as good as what you put in it and how you use it. If you and your team are disorganized, your technology will be a mirror back to you.I've met many young marketers who get stuck on the idealized version of a martech stack that becomes the metaphorical magic wand that essentially does their job for them. And that's why sometimes marketing gets a bad rap. Other business units might think you spend money on tools that have no clear connection to the bottom-line, much less an ROI.What's more: the holistic brand experience is becoming more critical in decision making than the commodities a business sells. And martech tools today are largely still tactic-driven solutions, leaving that larger picture of brand experience untouched. Delivering an experience requires strategic thinking and collaboration ­ two things tools cannot execute on a marketer's behalf. This is why I feel it's critical that marketers take a broader approach in becoming embedded subject matter experts (SMEs) across their organizations to act as consultants, collating and curating broader data sets for their own purposes. In some ways, marketers need to become experts in other tech stacks within the organization to best understand the quantitative and qualitative nature of how prospective buyers and customers think, feel, engage, and react, to your brand, its services and solutions, its people, and its technology.
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