Issue link: https://resources.demandgen.com/i/1276133
Examine how a given system performs with respect to each of the five criteria Evaluate each system against the following five criteria 2 3 Impact The system's impact on helping a company achieve its marketing objectives. Usage How much time and resources are spent using the system. Adoption How well the system's capabilities are being leveraged by the team. Integration How well the system is integrated to other tools in your stack. Investment How much of your marketing budget is spent on the system. Evaluating each system in this way provides critical insights that help you understand which tools to keep, retire or enhance. Once you've evaluated each individual tool and system in your stack, it's time to analyze the results. Look at a tool's performance against the various criteria, and where its strengths and weaknesses intersect. For example, the chart below shows how investment and impact may intersect for a given tool. An inexpensive system with high impact is ideal, whereas a high-cost system with low impact must be either enhanced or retired from your stack. Observing how tools perform against the criteria in this way can help you take relevant action to increase the effectiveness of your stack. Say a tool is used broadly but has little impact on helping the team achieve objectives. You may be able to expand the tool's capabilities so the impact is greater. Or, if a tool required a significant investment but hasn't been adopted widely, implementing training to encourage adoption may be in order. Why Integration Is an Important Criteria If you have an expensive tool in place that's heavily integrated with other systems but has a low-impact score and should be retired, unplugging it from your stack requires careful planning. BDO Digital's assessment methodology and tools spotlight these intricacies to help you understand the best actions to take next when a tool must be enhanced or sunsetted. © 2022 BDO Digital® International, Inc. All Rights Reserved. 1 2 3 4 5 High INVESTMENT IMPACT High Med Med Low Low MARTECH Tool Z MARTECH Tool Y MARTECH Tool X Key Steps for Conducting a MarTech Stack Assessment