How to Chart a Course for Successful Martech Adoption

November 18, 2016 James Thomas

marketing-tech-adoptionPlanning, building and using the right technology stack is top of mind for many marketers these days. This week the Allocadia team was at the SiriusDecisions Technology Exchange in Austin, Texas, where #martech was a primary topic in multiple sessions.

The martech landscape is changing so quickly that it’s hard to keep up with the latest, which complicates efforts to chart a course for successful adoption. A new study co-sponsored by Walker Sands and says 56 percent of marketers think the martech sector is evolving faster than their companies’ use of the technology, while only 9 percent of marketers say their companies are outpacing the industry on technology adoption. The study says more marketers termed their companies as innovators or early adopters of martech compared with a year ago, but there’s still room for improvement.

Here’s a roundup of articles that cite some key factors in the pursuit of successful martech adoption.

Lead with Courage

“When you add to these challenges the fact that organizations are in a near constant state of technological adoption, and thus a near constant state of disruption, it’s not surprising that good intentions, or even good communication and teamwork, don’t always suffice. Leading people through this level of disruption requires courage, because as non-human as technologies are, their selection, purchase, adoption, integration, rollout and absorption into an organization are fundamentally human activities. And you cannot successfully lead human beings through that kind of transformation without courage.” —Read more at SiriusDecisions Marketplace.

Start with the Customer

“Start with the customer experience, not with technology. All too often the tendency is to try and solve a need in the quickest way possible by throwing some technology at it. To really get value, organisations need to step back and start with the customer. In addition, organisations should be sure to conduct an internal audit before purchasing any new technology, in order to fully understand the systems they already have.” —Read more at Netimperative.

Ingrain a Shared Vision in the Culture

“[T]he greatest business challenge for most mainstream corporations is not about technology; it is the process of cultural change. … These are issues that involve people and communication and understanding. Businesses must start by identifying and asking the critical business questions that will drive business value, and identify and address the critical human and organizational issues that will ensure successful business adoption. Technology is a critical consideration that will follow.” —Read more at Forbes.

Let Your Team Know How They’ll Benefit

“Before you ask any team member to learn and adopt a new system, be sure you can answer the [“what’s in it for me”] question for each group you’ll be asking to use the new system. When users can see that a little upfront investment for them will result in a payoff down the road, they’re more likely to adopt. Payoffs can come in a variety of forms such as reduced workload, easier content reuse, better accessibility to current content, better oversight, instant reporting tools, or a reduction in tools.” —Read more at Business2Community.

Choose What to Embrace and What to Forgo

“We can only absorb a tiny fraction of changes into our existing organization at any given point in time. Therefore, we must strategically choose the few that we believe will have the greatest impact. Let the others go. Trying to change too many things simultaneously leads to disaster. Instead, we must ruthlessly prioritize the subset of changes that best align with our company’s strategy. (Having a clear strategy by which to make these choices is essential.)” —Read more at

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