MarTech Optimization

Evolving your MarTech stack to fit your business objectives and customer needs is tough and the consequences of misalignment can be devastating: diminished sales performance, customer retention issues, and wasted marketing dollars. The benefits of getting it right are clear. The path, however, is not — even for the most seasoned pros.

With over 6,000 MarTech solutions for every possible application, there is no one-size-fits-all tool. To make the scenario even more complex, there is no standard playbook for managing organizational evolution from start to finish.

To address this ambiguity, Side Door created the Right Stack™ solution for MarTech optimization. Right Stack™ is our approach to building a MarTech stack that simultaneously moves the KPI needle and aligns your organization on what matters — the needs of the customer.

Misalignment is all too common in organizations, especially between sales and marketing, who often have objectives that are at odds with each other. Sales complains about lead quality and marketing complains that sales is not following up on the leads provided.

If this sounds famiiar, Right Stack™ might be the solution for you. Our MarTech Optimization process focuses on the “why” in relation to your customer before we address the “how” in terms of team and technologies. By placing the initial focus on the customer journey and shared customer-centric goals, instead of the technologies, departments are incentivized to de-silo and craft an ideal customer experiences.

Solution Cube™ Planning

Each optimization project begins with our Solution Cube process to ensure that all aspects of the initiative are given proper due diligence. In addition to the most common Solution Cube deliverables, MarTech projects always include Customer Journey Mapping to identify friction and failure points with consumers mapped back to the organization, MarTech stack mapping (current and recommended), and a detailed Communications Strategy (triage and proactive).

Implementation & Integration

At the conclusion of the Solution Cube, our teams will have a comprehensive plan to start the implementation process against. Side Door takes on the project management responsibilities to alleviate the internal burden which is often a project-stopper. We’ll do all the homework needed for any third-party vendor selection and management, organize internal training and documentation, and execute against the project’s plan to stay on target.

Ongoing Change Management

As the MarTech solution deploys and gains traction, our team will begin the management transition to your designated internal stakeholders. During this handoff and for six-to-twelve months following full rollout, Side Door will provide quarterly iterative optimization reviews, metrics tracking, and KPI reporting with consumer feedback gathered through social signals and surveying. The project concludes with an Executive Presentation of the results of all three steps to capture a historical record to use for future evolution.