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.
Global enterprise markets who use the Google marketing stack now have an easy way to scale creative in multiple markets.
Too often, the knee-jerk measure of success is solely uplift. Ad-Lib.io's Adit Abhyankar asks, what are you really proving with your proof of concept?