This document discusses the dangers of having too many marketing technologies, also known as a large "tech stack". It notes that on average marketers use 6-10 tools for campaigns and data management. This leads to inefficiencies like redundant costs, time wasted managing tools, and security risks from unvetted apps. The document recommends marketers assess their strategy, audit their tech stack, consolidate tools, and seek a unified marketing solution from a single vendor to reduce these problems. The key takeaways are that too much tech is inefficient and limiting, auditing and consolidating the tech stack is important, and investing in comprehensive solutions rather than individual technologies is preferable.

1. RethinkYourTechStack:
The Dangers in the Shadows of Your Marketing Software
Lindsay Tjepkema
Marketing Director, Emarsys Americas

3. “
But first…
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@emarsys
@BlueprintMKT
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Emarsys booth #416

4. Technology has become
the purpose, not the
means.

5. “We should be focused on
marketing.
But instead, we’re obsessed
with technology.

6. All hail the tech
stack.

7. “But wait,
what’s wrong with
tech stacks?

8. How much tech is too much tech?
On average, marketers use between 6 and 10 different tools to manage campaigns and data.
In 2017, 80% of marketing execs added between 1 and 5 new technologies
80%

9. How much tech is too much tech?
56% of marketing execs feel overwhelmed by the amount of data in their technologies.
56%
59% of marketing execs are using 2 to 5 Dashboards or Reports to understand
marketing performance.
59%

10. How did
this happen?

11. The world has changed.
…and so has marketing
“Data-driven” has become
“death by data”
“

12. The Solution?
Tech.

13. InefficientExpensive
Organizational
Risk
The Problem with Towering Tech Stacks

14. Tech Stacks Are Expensive
70% of marketers believe the marketing tools they have to use include some redundancies,
which is another needless cost.
70%
Nearly 60% of marketing budgets go to integrating, maintaining, and managing various
technology tools.
60%

15. Tech Stacks Are Inefficient:
82% of sales and marketing professionals lose up to an hour managing tools every day.
45% of marketers feel frustrated with monitoring and maintaining different tools.
82%
45%

16. Tech Stacks Present Organizational Risk
By 2020, 1/3 of enterprise cyberattacks will
come through applications that were not
vetted by IT.
– Source Gartner

17. Shadow IT

18. “Shadow IT:
When teams implement technology
solutions independent of their company’s
IT department.

19. 9… 9…
Shadow IT accounts for 30 to 40% of
IT spending in large enterprises.
90% of CIOs worldwide are
bypassed by other departments in IT
purchasing decisions sometimes and
31% are bypassed routinely.
On average, large enterprises use
over 1,200 cloud services – and over
98% of them are Shadow IT.
30-40%

20. The most common culprits in your tech stack
Messaging apps Physical devices,
such as flash drives
and other external
hard drives
Cloud storage Communication
apps
Productivity and
scheduling apps

21. “And you just wanted to be
a better marketer...
... How’s that tech stack
looking now?

22. So, what SHOULD
marketers do?

23. Assess your
strategy.

24. Step 1: What Do You Want to Accomplish?

25. Step 2: Self-Audit Your Stack
• Are you effectively executing an omnichannel marketing strategy? How many
tools does it take?
• How much time are you spending managing your technology?
• How much money are you spending on your entire tech stack?
• Are members of your team spending their time managing technology? Or are
they leveraging tools to be more strategic, creative marketers?
• Is your tech working for YOU or are YOU working for your tech?

26. Rethink your tech stack.

27. Step 3: Seek Out the Right Tech
for Your Strategy

28. Core ESP
Behavioral Triggers
Website Personalization / Web
Capture / Reengagement
Omni Channel
Recommendations
Social/Other
Analytics
Tech Stack vs. Unified Marketing Solution
Typical Brand
MarTech Setup
Unified
Database
Unified Marketing
Experience

29. What to look for
• Provides a centralized customer database.
• Gives you a single unified view of each customer.
• Allows you to create, execute, and measure an omnichannel marketing strategy within
a single platform.
• Is developed internally by the vendor, not grown through a series of tech acquisitions.

30. Step 4: Work with IT to Select
the Right Vendor and Implement

31. Reduce Your Tech Stack and
Consolidate Vendors
Stop buying technology.
Start investing in solutions.

32. Key Takeaways
1. Tech is good. Too much tech isn’t so good.
2. Oversized tech stacks are inefficient, expensive, limiting, and present organizational risk.
3. Audit your tech stack and consolidate.

33. Lindsay Tjepkema
Email: Lindsay.Tjepkema@Emarsys.com
Twitter: @blueprintmkt
Marketer + Machine Podcast: Emarsys.com/podcast
Thank you!
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