As most CMOs will attest to, marketing is becoming a technology-fueled discipline, with thousands of tech solutions promising better results across creative, media and operations spectra. But how much is too much, and how should a CMO justify more ad-tech or mar-tech investments when each solution makes overlapping claims and ownership of success? And how do you manage new issues created as a result of a new process or the onslaught of new vendors offering what they claim are superior solutions?
I was talking to a prospect this week who faced this exact challenge and asked for my help with a decision-making framework to make the case to their CMO. Rather than simply building a business case, showing incremental value versus cost, I recommended they also consider the cost of complexity, something that is often ignored. This approach takes into account potentially destructive biases that hobble decision-making, increase risk and leave huge amounts of potential on the table wasted.
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Shell took home top prize for "most effective campaign" at the VIA Programmatic Awards 2022