In his recent article on AdExchanger, “Selling Marketing Software SaaS Backwards,” Bob Gilbreath, co-founder and president of Ahalogy, discusses how many CMOs today, while acknowledging the need to bring marketing technology in-house to help them “manage the multiplying media choices” and create the elusive “‘always-on’ marketing model,” are in no position to be able to manage this on their own.
Yet, as Galbreath correctly asserts, the marketing software industry is doing itself a big disservice by focusing almost exclusively on selling the technology and very little on providing the level of expert service and training to teach marketers how to use the technology to power their own marketing practice.
The consequence – low renewal rates.
At MediaMath, we see things very similarly to Mr. Gilbreath. We believe that it is our job to understand our customers’ unique business challenges and teach them how to apply our marketing technology – the TerminalOne Marketing Operating System – and its features, to solve these business problems.
This “service-powered-by-software” model as Gilbreath has dubbed it, benefits both the customer and the technology provider in a number of ways.
For starters, the better trained our customers are, the greater their return will be.
Similarly, the more we collaborate with our clients and gain a better understanding of their needs, the more we can deliver against these needs from both a technological and solutions-driven perspective.
CMOs today know they need technology – and in many cases have a lot of options from which to choose – but the two most important questions any CMO should ask him/herself before choosing a technology partner are: “does this partner understand my unique business challenges and have experience solving for them” and “is this partner focused on supporting the knowledge and expertise my team and I need in order to leverage this technology to drive our business forward.”
If the answer is “yes” to both of these questions, you just may have found your marketing technology partner.
To learn about MediaMath’s solution, click here.