Martech enablement series: Part 8 — Executing martech enablement

Welcome to Part 8 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the prior sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:

1. Part 1: What is martech enablement?

2. Part 2: The race team analogy

3. Part 3: The team members

4. Part 4: Building the team

5. Part 5: The team strategy

6. Part 6: Building the car

7. Part 7: Insights, intelligence and integration

In these previous parts, we looked at how your martech team is parallel to an automobile race team. We spent time investigating how a race team constructs their crew and then builds a strategy for winning their individual races and the overall series. We also looked at how they build the car and supporting technology to win their races. All the while, I drew a comparison showing how your marketing organization can use this successful approach to build a martech team, identifying this process as “martech enablement.”

In this part, it’s where the “rubber meets the road!” It’s where the art and science of marketing converge, working together in harmony to win races and series. Up to this point, we’ve been largely talking about strategic work to set up the framework necessary to create and support a successful martech team. Strategy done, it’s time to execute and see results. On your mark…

Martech enablement is nimble

I can understand how, after seven parts and the thousands upon thousands of words contained within this guide, you could easily surmise that martech enablement is a traditional Discovery-> Design-> Execution type process, regardless of how many times I’ve said otherwise.

[Read the full article on MarTech Today.]