There is a tried-and-true method for determining how to optimize business functions: examine how to develop your people, processes and technology. Unfortunately, this is not a lesson that has been learned by some who are tasked with buying marketing technology today.
When thinking about acquiring new technology, keep in mind that marketing never starts with a clean slate. Two typical drivers for marketing technology planning are the annual planning process and periodic technology assessments, which are often conducted before planning cycles. In both cases, marketing must assess its priorities and examine the technologies that currently support them. At SiriusDecisions, we work with many clients that regularly conduct technology audits to identify areas that require significant system enhancements, replacements or all-new investments to meet their needs. With these planning considerations in mind, the next step is to conduct a gap analysis between your current state and future needs before making final decisions on the technology. The following steps will refine your focus for technology planning and likely even yield unexpected results:
As b-to-b organizations grow and conduct technology planning to support new priorities, analyzing process, competency and technology gaps is only the first step. The next step in technology planning is to solicit proposals that directly address the functional gaps.
The gap analysis also has long-term planning benefits, as it will reveal gaps and technology needs that cannot be addressed in the current planning cycle. Therefore, as part of an ongoing discipline of technology optimization, each planning period should revisit the findings of previous gap analyses.
Jeff Clark brings more than 25 years of b-to-b marketing experience to the Marketing Operations Strategies service. Jeff develops SiriusDecisions’ research on marketing measurement and technology planning. His work helps b-to-b organizations effectively quantify, understand and convey the value being created by their marketing functions and assists marketing operations teams in their planning and management of technology.