Martech Can Kill Productivity if You’re Not Careful

4 minutes
Jun 09, 2022
Data Management

Studies by productivity experts have shown that multitasking is a myth. In fact, experiments have shown that about 98% of the population see major deficits in their performance when they...

Studies by productivity experts have shown that multitasking is a myth. In fact, experiments have shown that about 98% of the population see major deficits in their performance when they try to focus on multiple tasks at once.

Despite the science, there’s still a lot of pressure for employees to split their focus across several tasks at once. 

There’s a good reason why sales and marketing teams often groan when a new tech initiative is rolled out. Revenue teams adopt new tools with the expectation they will make their jobs easier and more productive — but juggling multiple platforms can undermine efforts. Each tool has its own capabilities, but also its own gaps and peculiarities.  

People are often forced to fill those gaps — either by manually moving data files, building a Rube Goldberg-esque series of data connections, or by jumping from system to system to gather and compile insights.

Fortunately, there’s a way revenue teams can eliminate distractions: by using a solution (like 6sense) that’s built to pull data insights together in one place, then push the most important insights directly to the tools team members already use every day. 

Less Platform Switching

When your team relies on multiple tools to get things done, it: 

  • Divides their attention
  • Slows them down
  • Wastes productivity

They have to log in to one tool, get the data they need or perform one part of the task, log in to another tool, and so on and so forth. 

All of the time spent jumping from platform to platform is time that could be better spent focusing on building pipeline and closing sales.

In the same way that 6sense’s AI-powered, data-driven solution helps you focus on the right accounts, it also helps you stay focused and productive in other ways, such as by reducing the amount of technology your revenue team has to juggle on a daily basis. 

Thanks to our strong partnerships with many of the tools you already use, we offer robust integrations with: 

  • CRMs such as Salesforce, HubSpot, Microsoft Dynamics
  • Marketing automation tools, like Marketo and Pardot
  • Content personalization platforms including Mutiny, Pathfactory, and Folloze
  • Social media platforms like LinkedIn and Facebook, allowing you to run personalized digital ads at scale
  • Other tools revenue teams rely on daily, such as Bombora, Salesloft, Drift, and more

6sense even puts dashboards directly into your CRM, giving your reps access to the rich insights into buyer intent and research without them needing to switch back and forth from one platform to another.

Stay in Sync

RevOps teams spend entirely too much time needing to build connections between the disparate parts of their tech stacks.

Sure, most martech tools say they integrate and work together with others and share data, but that’s usually only after RevOps jumps through hoops to set things up. And it’s not usually a one-and-done deal. 

Common challenges include:

  • Data connections that break and must be rebuilt
  • Manual data syncs
  • Time delays integrating siloed data, resulting in outdated or incomplete data

You don’t have that problem with a solution like 6sense. Our embedded CDP ingests data from your first-party data sources and from our third-party data sources to paint a complete picture of your customers, then pushes that data out to every part of your sales and marketing tech stack.

This saves your RevOps team from the tedious work of downloading, uploading, and reconciling data files. Instead, they can focus on ensuring the shared pool of data is put to use to drive better marketing ROI, more prospects, stronger deal close rates, and larger deal sizes.

Focus on What Matters

To maximize productivity, your team needs a tech solution that brings your entire martech stack together and consolidates functionality and data with reliable integrations.

The goal should be:

  • Less platform juggling
  • Quicker insights
  • Quicker execution
  • Better, faster, more accurate data
  • More time spent on strategy and creativity, and less time spent jumping between tools

Ultimately, the goal is focus. 

Instead of focusing their energy on maintaining or jumping between widgets, your marketing and sales professionals can focus on creating more opportunities and closing more deals.

Learn what else the 6sense platform can do to help boost your team’s productivity and revenue.