By Jay Thomas
Free-Photos / Pixabay
Think of a tech stack as the reinforced steel holding up a skyscraper. For most users, the steel is fundamental to its function but completely invisible. Workers in the building merely see the concrete, glass, and furniture that they interact with daily. Architects, with years of expertise, perceive the design principles, noticing the spaces, natural light, and harmonious design.
Likewise, tech stack users have different experiences. Buyers appreciate its function but have no clue it exists. Sellers know and use the marketing jargon, program names, and interfaces. Software developers understand the programming languages, databases, and servers behind it.
Whatever your level of expertise, it’s important to realize that a tech stack is fundamental to function. It has a direct effect on digital marketing strategy.
Some tech stacks, like skyscrapers, fail all at once and collapse. More likely, your tech stack will deteriorate over time if not properly utilized and maintained.
The first step to avoiding tech stack failure is to identify and adopt best practices in design.
What is a good tech stack?
A good tech stack will make difficult processes easier. Through a well-coordinated group of clever applications, you can eliminate many of the day-to-day hassles of marketing.
For example, a tech stack might help you:
- Manage content. A content management system like WordPress helps host your website or blog content.
- Promote content. A social media platform like Hootsuite can schedule content promotions and measure engagement.
- Manage relationships. A customer relationship management platform like Salesforce can track customer relationships and gain insights into behavior.
These are just a few of the thousands of applications available. However, you only need a handful of programs in your tech stack for a faster, smarter, and better sales force. A tech stack should be simple. It should organize, analyze, and improve your results.
And yet, it seems nobody is succeeding at tech stacks. Only 3 percent of marketers believe they’re fully utilizing the available marketing technology. Why is this?
How a tech stack fails its users.
Free-Photos / Pixabay
Utilization is king. Without users, tech is a failure.
When a skyscraper isn’t used, cracks can develop in the concrete. With no witnesses, these cracks aren’t repaired, weeds grow, and the building becomes uninhabitable. If rain seeps in, the steel reinforcement rusts. Eventually, the entire structure could collapse.
In the same way, tech stacks start to fail when they are underused. Getting sellers on board and using the tech solution is key to its success.
Unfortunately, this is harder than it sounds. Why are sellers so disinclined to embrace technological change?
- Salespeople have a familiar and successful way of doing things. Many sellers have developed a personalized work pattern. It might be outdated or simple, but it works. Therefore, the salesperson can understandably be resistant to introducing more tech.
- Salespeople are overloaded by tech options. Adding new technology means adding stress on the sales floor. There will be expectations placed on sellers to learn tech quickly and use it to become more efficient—often with little training. If the tech is not adequately communicated or well-timed, the stress overload …read more
Read more here:: B2CMarketingInsider