Blog: marketing technology platform
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One mistake to avoid when moving to a new marketing technology platform
8/13/10Continue ReadingI often speak to organizations that are considering moving their marketing infrastructure from a proprietary database and marketing platform to an open, relational one. The reasons most of them are undertaking these initiatives usually center on a few key pain points:
- The functionality and flexibility provided by the campaign management tool is limiting their ability to execute campaigns.
- Adding new data elements to the database schema is either very time consuming or not possible at all.
- There are many patches and “workarounds” that have been put in place and this makes for inefficient processes and too much time spent reconciling and verifying accuracy of the data.
- Their internal IT group will no longer support the application or the database processes.
