Don’t Let the Systems Get You Down: Decoding the Language of Marchitecture
MarTech. AdTech. Analytics platforms. Big data. They are all part of the modern day marketer’s vocabulary. Why? Because today, we find ourselves in an environment more complex than ever before, due to a highly intelligent, technologically savvy, and more social and interactive consumer.
About a decade ago, an organization could likely group its technology stack based on two primary objectives: the operational needs of the company and the customers or donors’ expressed needs. We know that we’re far from those days; in fact, today, marketing touches just about all points of an organization, particularly when it comes to making the big strategic decisions that impact revenue. With all of the moving pieces—constituents, channels, big data, technology and staff—it’s critical to have a clear view into how everything is working together, where marketing dollars are flowing and, most importantly, if those important revenue goals are being achieved.
That’s where “marchitecture” comes in, or, as Ashley Friedlein from Econsultancy likes to put it, “the bastard lovechild of marketing and architecture.” All joking aside, having a handle on the marchitecture of an organization is a critical component of success. Taking an architecture-like approach can give a marketer the needed insight to make sure systems, strategies and people are all connected, which becomes particularly useful when things constantly change. (And we know they often do!)
Read the full guest post here in Nonprofit Pro.