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Meet Sally. Sally is a marketing manager with a small, yet growing, technology firm of 29 employees. Sally is typical of many marketers in similar-sized firms – she does it all herself and her plate is full. Just some of the responsibilities that fall on Sally’s shoulders include lead generation campaigns, email marketing, content development, social media, website management, PR, advertising, and analytics.

To help her manage these tasks, Sally depends on a hefty bag of marketing technology (martech) tools.

Illustration of a person at a desk with two computer screens filled with tech logos

Here’s what a typical day in Sally’s life looks like and how those tools fit in:

The First 30 Minutes

The first thing Sally does when she gets into the office is to dive into emails, check any pending notifications, and set tasks for the day. Her go-to productivity and collaboration apps include Gmail, Google Drive, Trello, Basecamp, and Slack. She also uses this time to respond to any comments on social media, either via Hootsuite or Hubspot.

The Analytics Hour

Next, Sally moves onto marketing analytics. Marketers like Sally spend nearly four hours a week collecting, organizing, and analyzing marketing data from different sources – making for a lot of repetitive work. Sally again turns to Hubspot, which she uses to monitor campaigns and lead generation. Then, it’s over to Salesforce to monitor opportunities and revenue generated by her campaigns. She also uses Google Analytics to track website activity and measure advertising ROI while Mention helps her keep track of PR coverage.

Campaign Time

To help Sally launch, manage, and keep the marketing funnel active she uses a variety of campaign tools. Hubspot is her go-to platform for outbound marketing tactics such as email marketing, list management, and lead follow-up. She also uses Facebook Pages Manager and Google Ads, among others.

Afternoon Content Development

Nothing like some post-lunch content development to get the juices flowing. Indeed, generating content takes up a good portion of the rest of Sally’s day. This often begins with researching content ideas using BuzzSumo and Moz. To ensure SEO success she turns to SpyFu and Google Keyword Planner. For content creation, Sally uses WordPress for blogs and Canva for infographics.

All-day Collaboration

It’s hard to ignore the alerts and notifications that pop-up throughout the day – from both internal teams and external stakeholders like freelance designers and her web development team. This means that Sally is in a constant state of collaboration from 9 till 5, checking off and responding to the constant alerts from email, Trello, Basecamp, and Google Docs.

It’s a wonder Sally’s head isn’t spinning.

App Overload Takes its Toll

Does Sally’s day sound familiar?

Marketing managers like Sally, especially those in smaller companies, are dealing with app overload. In just one year from now, 73 percent of organizations say they will run almost entirely on SaaS. That means managing more apps, more passwords, more alerts and notifications, and more on-boarding of new technology.

It’s overwhelming and inefficient. Miss one alert or message from a colleague and Sally could quickly fall behind on a request or action. Even worse, Sally might not be realizing the full potential of the apps she has or view them through the lens of the things that are most important, including how they create value for her company’s clients.

It all adds up to tech stack chaos, a lack of synchronicity across tools, and missed opportunities for driving business growth.

Don’t Be Like Sally

The day in the life of a marketing manager is a busy one. But it’s worth taking a moment to stop and think about your tech stack and ask:

  • Does it add value to your prospect and customer experience?
  • Does data flow seamlessly between each app or do you subscribe to a bunch of tools that don’t work well together?
  • Are you missing opportunities for integration with apps used by other departments?
  • Is there potential overlap or duplication of tools?
  • Will your investments help drive the business into the future?

Done right, your tech stack can serve as the central nervous system that unites teams, eliminates silos, fosters innovation and supercharges growth. To help you get strategic and optimize your martech investments, we recommend you consider these five foundational tools for every martech stack.

But remember, a martech stack is a living, breathing thing. Tools lose their usefulness, businesses needs change, and new technologies emerge. With this in mind, be prepared to acknowledge that your stack will always be a work in progress. To help you navigate this ever-changing landscape, check out these recommendations to keep you ahead of the innovation curve.

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