5.Assuming that new technology will seamlessly integrate with the existing stack. Building a technology stack is like assembling a puzzle: Marketers need to incorporate pieces that fit well together and help complete a broader visionnot jam them in on an ad hoc fashion. That's why Gehring advises marketing professionals to consider the broader implications around integrating a new solution. Failing to do so, he notes, can lead to team issues, timeline extensions, and even the inability to fully leverage the purchased product due to system restrictions. Eric Stahl, SVP of product marketing for CRM platform Salesforce, also says having a disconnected technology stack will lead to disjointed channelsmaking it difficult for marketers to deliver the right message, at the right time, and in the right place and provide tailored customer experiences 6.Relying too heavily on crowdsourcing. Every marketer has his or her opinion about which platform works best, but that doesn't mean that buyers should take each one to heart. Every marketing department has its own unique needs and skill sets, which is why Caldwell discourages marketers from relying too heavily on crowdsourcing. What value is the opinion of an unknown group of individuals with unknown qualifications that know nothing about your needs and requirementsand may not be learned or skilled in those requirements even if they didto your purchasing decision of technology to market your business or wares? he says. My dentist and my mechanic each have an opinion; which is better qualified to give me advice on marketing technology? 7.Having isolated data and silos.Having siloed data storage solutions, budgets, and software can lead to departments having different priorities and success metrics, Stahl says, making it difficult for teams to cooperate or be transparent.
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