Marketing strategies have a lot of moving parts — and a lot of tools to support them. In fact, the average enterprise company uses over 50 marketing technologies.
While implementing new tools can improve efficiency and productivity, the more technology you add, the more budget they consume. And the more tools that team members must switch between (such as in multiple browser tabs or separate desktop applications), the more likely some of those investments will be underutilized.
As a CMO or marketing leader, it’s up to you to wrangle the suite of tools used across the team to make sure they’re actually being used and providing some kind of return.
When it comes to marketing platforms, more doesn’t always equal better. Consolidation can help to streamline processes, which saves money and makes your teams more effective.
More Tools, More Problems
Do you even know all the tools your marketing team uses throughout the day? The marketing technology sector is largely made up of tools that focus on one function, like:
- Account management
- Content creation and delivery
- Social outreach
- Email campaigns
- Advertising
- Data analytics
With over 8,000 sales and marketing solutions today, selecting the “right” one for your organization is a tedious task. And once you’ve chosen the handful (or more) you think will work best for your team, you must onboard employees and make efforts to boost adoption and retention.
This proliferation of tools brings challenges beyond budget bloat:
- Data is not automatically shared with other platforms, making it difficult for marketers to get a cohesive view of customers
- Inconsistent customer experiences caused by different platforms having incomplete data
- Manual data consolidation takes too much time
- Multi-tasking between platforms saps attention
Further, you probably have additional applications used within your department that you’re not even aware of. With such a wide array of options available with a simple click, individuals can quickly implement tools without your sign-off, leading to redundancy and ultimately wasted budget.
One Solution to Rule Them All
Data is useless without insight. Rather than wasting thousands of dollars — if not more — on redundant or disparate platforms, identify areas to slim down your marketing and sales tech stack that will:
- Simplify processes
- Quickly consolidate data and make it actionable
- Help your team stay focused
6sense has comprehensive, built-in capabilities that help our customers whittle down the number of programs used while making a greater impact on their bottom line.
While our platform is designed to play nicely with, and enhance, other marketing tools, it also provides direct solutions for:
- Account Identification
- Intent Data
- Data Enrichment and Management
- Predictive Modeling
- Orchestrations
- Audience Building
- Engagement Personalization
- Predictive Modeling
- Orchestrations
- Audience Building
- Engagement Personalization
6sense can also send insights directly into CRM contact records, delivering instant insights to sales representatives working to close deals with high-value accounts.
As you look for places to trim your budget, using 6sense may help reduce spending without losing any functionality.
Keep Your Tech Stack Simple
It’s true what they say: less is more. Think carefully about every new application you bring into your marketing organization; each requires time, budget, and likely frustration in integrating it with the other tools you utilize.
By instead unifying the marketing tools in your arsenal with a solution like 6sense, you’ll see time and money savings — plus the added ROI of having more visibility into your prospects’ interests and activity. By combining intent data, AI predictive pipeline analytics capabilities, and the ability to consolidate data from other platforms, we can provide a fuller picture of your in-market buyers.
Once you know who they are, what they need, and who is ready to buy, your team will be primed for growth.
