It’s no secret that the marketing technology industry has had exponential growth in the last decade. Since 2011, this landscape has experienced a growth of over 5,000% – no, that’s not a typo! Currently, there are 8,000 MarTech solutions on the market and counting.
Since 2019, data solutions specifically have had the most growth recently, and that’s no surprise. As these MarTech solutions churn out more and more information for marketers to sift through, managing that data can pose a challenge, especially when you’re dealing with multiple disparate platforms.
What MarTech Challenges Do Today’s Marketers Face?
The advances in marketing technology are immensely helpful in uncovering new insights, but that doesn’t mean marketers aren’t up against a few hurdles.
Data SilosMost platforms only focus on one or two main capabilities, not the full picture. This leads to the management of several independent platforms which can be overwhelming and time consuming. Consolidating that data together is important in order to obtain a holistic view, however, many marketers don’t have the bandwidth to properly keep up with it all on their own.
Collaboration Between Sales and MarketingThe lines of communication between the sales and marketing departments can often create a point of friction. Each team managing their own data can lead to information silos, and a lack of collaboration in your organization. Misleading, duplicate, out-of-date, or incorrectly entered data can cause confusion between departments. Overall, managing MarTech platforms manually can result in missed opportunities for both sales and marketing teams.
The Evolving Customer JourneyThe needs and expectations of customers are constantly changing. There are many layers to properly tracking the buyer journey and identifying target audiences. How and when you make an impression is everything, so easily having access to the right data at the right time is crucial for making the largest impact on potential customers.
How Marketing Automation Can Help
It’s time to say goodbye to siloed data. Imagine if the data from all of your marketing tools could be retrieved in one place. The Odyssey Automation platform is like that friend you have who can strike up a conversation with anyone. With over 5,000 integration points across over 400 tools, Odyssey communicates with your third-party applications to cut out inefficiencies and consolidate your data into one central repository. Facilitating the communication between apps allows you to get more out of the tools you are already using.
By bridging the gaps between your social media management tool, CRM, call analytics application and more, marketers are able to work with real-time information to ensure each lead and customer is getting the information they need to convert. This allows you to be confident in the information you are using to accurately track and nurture leads. Team members from both Sales and Marketing can extract data from various applications, tie multiple projects together through cohesive workflows, and validate and analyze new information in order to optimize the workflow—all without having to type a line of code.
Automation can truly transform your MarTech stack, eliminating a lot of manual processes and data entry, so you can save time and focus on more meaningful tasks. Odyssey also provides a centralized holistic view, so Sales and Marketing can always stay in the know and be united, instead of working in silos. That’s the power of Relentless Simplicity with the Odyssey Automation platform.
Have questions on how automation can help transform your MarTech stack? We are happy to help.
Statistics Source: Brinker, Scott. (2020, April 22) [Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who’s counting?] Chief MarTech