When Does MarTech Adoption Fail? 4 Hurdles

Hurdles that companies face post-MarTech adoption often come down to not thinking through company culture and structure. Typically I find these issues:

1. Lack of clear role differentiation between Marketing and IT so there's a struggle over who does what. MarTech tools are customer oriented so Marketing has a much clearer idea of how they are to be used while IT has more experience with integration and licensing agreements. No-code tools are taking away this pain point.

2. Lack of people planning before taking on a tool so now there's no one who can dedicate themselves to understanding it well enough to use it strategically by understanding business needs - not simply literal tool workflows.

3. Not budgeting for additional training or working with the SaaS cos' specialists who can help get the best out of the tool. It's always better to budget for a tool and continued training in it. You don't want to be left with a situation where it's been months and it's still not being used right.

4. Decisions taken only at a senior management level and trickling down to the team when it's time to take action. Involving teams in the process gets them prepared for what the tool does and how they could use it.

Think through the post-implementation scenarios as your conclusions will also influence the tool that you choose.