It’s no secret that marketing technology is growing at an alarming rate. Every year, chiefmartec shares a map of the MarTech landscape, which identifies 9,932 marketing technologies as of 2022. For context, this is an increase from only 150 marketing tools little more than a decade ago. With new tools and platforms being released every day, it can be difficult for businesses to keep track of what’s out there – let alone determine which technologies are worth investing in.
As a result, many businesses find themselves struggling with the MarTech sprawl – the term used to describe the chaos and confusion that arises from having too many marketing technologies. In this blog post, you’ll learn why MarTech sprawl is so dangerous and some tips on how to avoid it.
What is MarTech sprawl?
In the simplest terms, MarTech sprawl refers to the proliferation of marketing technology within an organization. Generating new leads is both essential and complicated for businesses. This makes the elevator pitch of some of these marketing tools so attractive for marketers.
Unfortunately, the risk of MarTech sprawl increases exponentially as companies look to adopt cutting-edge marketing technologies. Not only does this make it difficult for marketers to keep track of all of the different tools at their disposal, but it can also lead to duplicate or redundant functionality, wasted spend, and decreased efficiency.
Why You Should Avoid MarTech Sprawl
The dangers of MarTech Sprawl are many and varied. Here are some of the most common faults:
Spotting the Risk for MarTech Sprawl
Now that you’ve learned some of the dangers of MarTech sprawl, take a look at how you can spot the risk in your own business.
Here are some questions to ask your marketing team:
If you answered “yes” to any of these questions, then it can be a warning sign that your business is at risk for MarTech sprawl. But don’t worry – there are ways to prevent it.
Preventing MarTech Sprawl
MarTech sprawl is a real risk because every business wants to keep up with its competition. In today’s digital world, it’s common practice for businesses to go out browsing for new tools to solve their needs. However, the biggest mistake a business can make is focusing on the tools and not the solution. A better strategy is to identify a few areas that will really move the needle and invest in the best technologies to support those specific needs.
Another danger is using too many disparate technologies that don’t work well together. This can lead to data silos, inefficiencies, and a lot of wasted time and money. To avoid these pitfalls, businesses need to take a strategic approach to their MarTech investments and resist the urge to chase every shiny new object.
By being thoughtful and deliberate about your use of technology, you can stay ahead of the curve without getting bogged down by MarTech sprawl.
Here is a guideline for preventing a MarTech Sprawl:
Best Practices for Managing Your MarTech Stack
In today’s business landscape, technology plays a vital role in helping companies achieve their goals. From CRMs to Marketing Automation platforms, there is a seemingly endless array of software options available to marketing teams. With so many choices comes the challenge of creating an effective MarTech stack
While there is no one-size-fits-all solution, there are a few best practices that can help ensure your MarTech stack is up to the task:
The last tip for managing your MarTech is to consider a third-party IT provider like Liquid Web. For example, WordPress is a widely used tool for websites, but it also takes up a considerable amount of resources to manage. LiquidWeb can help remove this burden from your marketers while providing a cost-effective management service for WordPress.
By following these best practices, you can ensure that your MarTech stack is an asset rather than a liability.