MarTech Asia 2020: Building the MarTech stack
With thousands of MarTech tools available to the modern day marketer to the point some digital teams are dealing with tool fatigue, the situation poses a conundrum. The major challenges faced today are how often these tools are underutilised, and how teams lack the skill and expertise to use these tools, ultimately making work unmanageable.

In a panel discussion at MarTech Asia 2020, moderated by Rubeena Singh, CEO, iProspect, marketers spoke about these challenges and the strategies they believe would work best for resolving issues and making the process more seamless and navigable.

Given that the number of tools available are countless, Prabhakar Tiwari, chief marketing officer, Angel Broking, says choosing the right technology is important. “It is not the martech landscape that is complex, it’s a matter of companies deciding their priorities and making sure that their people are ready to leverage those tools,” he feels. He stresses that the organisation must evaluate how much do they want to centralise and decentralise, how much do they want to automate and humanise.

Along with acquiring or buying technologies to impact customer experience, companies must invest in people, upskill when they bring in new technologies to support your goals said Deepak Oram, head MarTech and automation at HDFC Bank.

When a new technology is brought in, one looks outside for expertise. Namrita Mahindro, chief digital officer, Aditya Birla Group, suggests creating a blend or hybrid that will understand the technology but will also understand the customer’s needs and priorities, acting as a translator between the two. The external partner brings in outside perspective working with multiple partners across industries, which can help marketers harness the tool from a different perspective.

Aditi Sharma, regional director, Salesforce, added that the challenges are not regarding digitising the customer experience but providing superior customer experience in the current landscape.

The panel concluded that digital teams should focus on consolidating their MarTech stacks and deliberate on solutions that will consolidate the digital tools, reduce operation silos, enable transparency across processes, decrease the turnaround time and reduce cost.

(This is an executive summary of the session, and the longer version will be uploaded in the coming days)





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