3 Common Mistakes in MarTech Implementation
Technology alone doesn't drive transformation—people and process do.
Introduction
It’s easy to get excited about new marketing technology. But even the best tools fall flat without proper planning, adoption, and integration.
Insight: Where It Goes Wrong
The Three common pitfalls
- Technology-first, strategy-second – Buying before planning
- No defined ownership – Who leads, manages, and measures?
- Over-customization – Complexity that breaks scale and speed
Use Case: Great Tool, Poor Adoption
A global brand implemented a leading MAP, but didn’t align internally on use cases or training. Within 90 days, usage dropped by 70%, and the platform was under review.
Takeways:
- Start with the why. Strategy must come before platform.
- Define clear ownership. Make enablement someone’s responsibility
- Keep it lean. Customize with intention, not emotion.
Popular Categories
- CDP Selection
- AI Strategy
- MarTech Mistakes
