Getting your tech stack right unleashes your ability to grow like no other investment can. But technology is only one part of the puzzle. It’s the business leaders behind the tech like Jeff Marcoux who can really put it to work.
Jeff Marcoux is the vice president of product strategy and marketing at TTEC, as well as a professor, strategist, and all-around CX and martech expert. TTEC (formerly TeleTech) is a global tech and services provider that focuses on designing and implementing superior customer experiences for the world’s biggest brands.
I recently had a chance to sit down with Jeff to discuss TTEC’s tech stack, as well as some of his predictions for the disruptive tech of the future as part of our new Tech Stack Chats series. Throughout the series, we’ll be showcasing tech experts like Jeff and how they’re managing their tech stacks as a way for other technologists and senior leaders to develop better strategies for their own tech.
Watch the full interview or read the highlights below.
A lot of people are frustrated and even regretful of how much time and money they’ve invested in their technology. What are your biggest priorities and how are you aligning your technology to achieve them?
Since our rebrand in January, we’ve been focused on building “one TTEC,” and that means marketing has to align as well. We operate in six markets globally right now, but we’re still focused on global expansion.
We’re looking at three key areas as we head into 2019:
One is Getting a global demand center up and running and repurposing a lot of the tools we have (that haven’t been implemented in a global way) to better incorporate channel partners, geos, and field marketing.
Number two is building better sales enablement tools to effectively get our content off the shelves and into our seller’s hands in a way they can actually use, as well as gathering more data and insights back from those sales interactions.
Three, as you alluded to, we’re focused on maximizing what we’ve already invested in. A lot of brands have made the right investments, but they’re utilizing maybe 60% of the functionality and the platforms they’ve invested in. Before we look to the “shiny, new tools” out there, we need to be maximizing the value of our previous investments.
So let’s talk tech stacks and how you’re going to get there.
At our foundation, we have Salesforce and Pardot. Power BI is our data visualization tool around that reporting structure. In terms of productivity tools, we recently made the jump from Slack to Microsoft Teams and all Microsoft 365 in general. As a former blue badge employee myself, I definitely enjoy it and get a lot of use out of it.
We use Zoom for our meetings and webinars. We also have our own homegrown system, the Humanify Operations Platform, which is how we measure all of those 50,000+ employees across the globe and ingest data from every system in our stack. We also use Google Analytics, (and I hope everyone who [reads] this has that on their site at a bare minimum).
The measurement side has been really, really important for us. We had some segments that were really good at tracking ROI, and we could actually show with some of our account-based engagement strategies that for every dollar we were spending, we were generating over $100 in ROI. But at the same time, other parts weren’t really accountable—campaign dollars weren’t being put into Salesforce and contacts weren’t being tied to campaigns.
We deploy “fit, intent, engage, and execute” (FIEE) layering as we look at our go-to-market strategy. For fit, we use EverString to go through and say, “Out of all the companies, here are the ones that are the best fit for us to go after.” And we cross-check that against InsideView to make sure that those align. But we use that EverString modeling as a core part of that.
We’ve also now introduced the Bombora intent data. Back in the day, Bombora was really good at getting their cookie and tracking on sites that no one could get their stuff on nowadays. So it’s a pretty unique data set from that perspective, and so we combine those two to identify those that we should sell to. We need to get better at being a lot more aggressive and acting on those scores as they come in, so that agility is a big thing we’re focusing on for this next year. But that intent data tells us really who to zero in on.
And then, we have that engage area. So our market automation platform is Pardot. We obviously use Facebook ads, LinkedIn ads, Google AdWords, and Terminus for account-based engagements. I can then target based on the product: “Who are the personas that we wanna hit, and with what ads?”
We also have our CMS, Drupal, on the backside there; Zoom, obviously for webinars; Sprinklr from a social perspective. And then we do a lot actually, with direct mail, but we do it ourselves. Our particular strategy that we’ve taken around direct mail doesn’t require [a vendor], but that’s one of the ones where we’re seeing that huge ROI right now.
What are you thinking about in terms of the future?
I always say “disrupt yourself before you are disrupted.” How do you defend and protect your core business while disrupting yourself with the new? How do you avoid becoming Blockbuster?
One of the things I’m watching right now is the Microsoft open data initiative that was just announced last week with Adobe and SAP. I want to see how that matures, as well as the Microsoft Dynamics AI that was also announced.
Then, there’s the recent acquisition of Marketo by Adobe, which is definitely something I’m keeping my eyes on as a marketer and what it’s going to mean.
I think we’ll also see a bigger play for the “always on, always connected” thinking and IoT.
From a brand perspective, I’m fascinated by these voice assistants and how we as humans are making decisions. We’ve been using Google AdWords for a long time, but Google is going to get disrupted here with voice assistance. Search is going to move predominantly to voice in my opinion.
Check out the full video interview.
Hear Jeff discuss the full list of systems TTEC employs, the investments that have had the biggest payoff, and the biggest areas where most organizations go wrong in the full interview.