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A Marketer’s Guide to managing Martech Innovation and Disruption

Chasefive Management

The Essential Checklist for Avoiding Costly Martech Pitfalls and Prepare for Emerging Tech

Business leaders and marketers know that the current pace of innovation in the Martech sector is unprecedented. The latest Martech Marketing Technology Landscape Supergraphic highlights over ten thousand products spanning over twenty marketing categories. Remarkably, over two thousand new marketing software products, many powered by artificial intelligence (AI), were added in just the second half of 2023 alone.


The drive towards adopting new martech solutions is emphasised by significant financial investment; data from industry analysts reveal a global increase in marketing tech spending. According to a Forrester report, a multi-year martech boom is expected, with global spending projected to rise from $131 billion in 2023 to over $215 billion annually by 2027.


With such a pace of development in marketing software, navigating the complexities of technical, operational, and regulatory compliance can be overwhelming. The risks of misalignment between the intended purpose of marketing technology and its actual use can result in significant costs for organisations of all sizes.


This guide offers a practical checklist to help you avoid issues related to suitability and compliance, ensuring your marketing organization remains protected in a constantly changing environment.

Businesses feel urgency to adopt new martech solutions, while customers expect more.

 

The convergence of data analytics, artificial intelligence (AI), and automation has sparked an acceleration in marketing technology, compelling businesses to swiftly adapt to compete and thrive. As technology evolves, companies recognise the need to stay competitive. Investing in martech allows marketing teams to deploy more advanced strategies, enhance capabilities, and keep pace with industry trends. Martech solutions enable businesses to understand customer behaviour and tailor marketing efforts accordingly. At the same time, consumers demand personalised experiences, seamless interactions, and relevant content, all of which requires martech to execute.


Businesses feel urgency to adopt new martech solutions, while customers expect more.

 

The convergence of data analytics, artificial intelligence (AI), and automation has sparked an acceleration in marketing technology, compelling businesses to swiftly adapt to compete and thrive. As technology evolves, companies recognise the need to stay competitive. Investing in martech allows marketing teams to deploy more advanced strategies, enhance capabilities, and keep pace with industry trends. Martech solutions enable businesses to understand customer behaviour and tailor marketing efforts accordingly. At the same time, consumers demand personalised experiences, seamless interactions, and relevant content, all of which requires martech to execute.


Marketing technology shelf life getting shorter amid ‘time to value’ uncertainty.

 

Organisations aiming to maintain a competitive edge in marketing face the dual challenge of extracting maximum value from their martech investments and keeping pace with swift technological advancements. 

The challenge marketing and tech budget owners need to address is understanding the time-to-value periods of new technology and the longevity of the current marketing technology stack. Sectors like artificial intelligence (AI) are driving rapid progress in marketing technology, with AI startups leading the way with quick, innovative solutions that promise short time-to-value (TTV) periods. 


Cost of inaction in martech adoption.

In a highly competitive marketing landscape, the speed of technological innovation means budget owners recognise the potential costs of inaction and loss of competitiveness as significant concerns. 

Achieving value from martech requires balancing swift deployment with the assurance of substantial returns on investment. 

Marketing decision-makers are squeezed between a push for quick results and the risk that hesitation to adopt new martech solutions can result in missed opportunities, such as revenue loss, decreased customer engagement, and eroding brand relevance. Inactivity undermines a brand's competitive edge, impacting market share and customer loyalty. 


Chasefive Martech Evaluation Checklist: Choosing the Right Software for Your Marketing Organisation.
 

With the number of options available in the market, each promising to revolutionise your marketing efforts, selecting the perfect fit can feel overwhelming. However, making an informed choice is crucial to effectively harness the power of martech, driving growth and delivering exceptional customer experiences.

 

The Chasefive "Martech Evaluation Checklist" guides you through the process of selecting a martech solution that aligns with your organisational goals. This checklist helps identify must-have features and integration capabilities. It involves four stages: assessing business needs, conducting research, selecting vendors, and making an informed decision for future success.


1. Needs Assessment & Feasibility Stage

The journey to selecting the ideal martech solution begins with a thorough Needs Assessment & Feasibility stage. At this early stage, it’s important to clearly define your marketing objectives and ascertain how a new solution can support these goals, whether by enhancing customer engagement, boosting lead generation, or improving personalisation efforts.

This step requires a deep dive into your company’s specific needs, evaluating how the desired functionalities will impact the marketing team and other functions such as sales and customer service operations.

A critical assessment of how each potential tool aligns with your strategic objectives is essential, focusing on its ability to enhance customer experience, improve operational efficiency, and drive revenue growth, starting from defining your marketing needs.

 

Key steps in the Needs Assessment & Feasibility Stage are:

 

  • Defining Marketing Needs: When choosing a marketing technology solution, clarify your objectives for the new tool. Consider functionality, impact on other departments, and ability to enhance customer experience, boost operational efficiency, and contribute to revenue growth. Choose a solution that aligns with your business objectives to achieve marketing goals effectively.

 

  • Evaluate current marketing systems: Evaluate your current marketing systems by assessing your existing marketing technology tools. Understand their functionalities, strengths, and limitations. For instance, evaluate whether your current solution supports your objective.
     
  • Conduct feasibility check: Establish your budget for new marketing software. Ensure your company has necessary resources (e.g., IT support, training capacity) for effective implementation and management.

 

2. Research Stage

The Research Stage of selecting a martech solution involves a detailed examination of potential vendors and their offerings. This involves identifying and shortlisting vendors based on features, pricing, scalability, and industry reputation. This stage is vital for narrowing down choices to solutions that offer the right tools, support, and potential for growth alongside your business.

Key steps in the Research Stage are:


Identify vendors: Research and shortlist potential martech vendors based on features, pricing, scalability, and industry reputation.


Understand the martech solution: Review vendor technical information, case studies, and customer reviews to understand each solutions capabilities and potential fit for your needs. Specifically looking at:

 

  • Features and functionality: Deep dive into the features and functionalities offered by the martech solution. Does it address your specific needs and provide the capabilities you require?
  • Integrations: Consider how well the solution integrates with your existing marketing technology stack and other essential business systems (e.g., CRM, CMS). Seamless integration is crucial for a cohesive workflow. Evaluate how well the martech solution integrates with existing tools and systems, including CRM, data analytics platforms, and other marketing software.
  • Scalability and growth potential: Can the martech solution scale with your business growth? Ensure it can handle increasing data volumes and evolving marketing needs. Ensure the solution can scale with your business and adapt to changing marketing strategies and technologies.
  • Customisation: Does the solution offer customization options to adapt to your specific workflows and processes?
  • Security and compliance: Evaluate the data security measures offered by the martech solution. Ensure it complies with relevant data privacy regulations (e.g., GDPR, CCPA) based on your location and target market.
     

Examine the user experience (UX). Assess the usability of the solution for everyday users, not just IT professionals. A good UX can significantly impact adoption rates and productivity. Consider the learning curve and whether the vendor offers training and support.

In the research stage develop a list of key criteria to evaluate each software solution, including all the points listed above.


3. Selection stage

The selection stage of the marketing technology evaluation process goes beyond just comparing features; it involves a deep dive into how each option can serve your unique business needs and enhance your team's efficiency. This step involves engaging with vendors and reviewing their platforms through demos and free trials, rigorously comparing their offerings, and evaluating each vendor's reputation and support system.

Key steps in the Selection Stage are:


Request demos and free trials: Schedule demos with shortlisted vendors to get a hands-on experience with the software. Utilize any free trial periods offered to further assess usability and functionality.
 

Compare and contrast: Compare shortlisted software based on your selection criteria, demo experiences, and pricing plans.


Evaluate vendor reputation and support: Research the vendor’s track record, customer service reputation, and the robustness of their support and training offerings. Consider the vendor’s stability and long-term viability to ensure they will be a reliable partner.


4. Decision stage

Selecting the right marketing software for your organisation culminates in the decision stage, where careful negotiation and strategic assessments become paramount. At this point, it's essential to not only finalise the terms with your chosen vendor but also to secure the necessary internal approvals.

This stage involves a delicate balance of negotiating contract terms, pricing, and implementation specifics while also conducting a thorough risk versus reward assessment to ensure the chosen solution aligns with your company's long-term goals and scalability needs.


Navigating this final phase paves the way for a successful technology adoption that not only meets your current requirements but also supports your future growth.


Key steps in the Decision Stage are:


·     Negotiate contract: Once you've chosen the preferred vendor, negotiate contract terms, pricing, and implementation details.

·     Obtain approval: Secure internal approvals from relevant stakeholders before finalizing the purchase.

·     Risk vs. reward assessment. Consider the trade-offs between the potential benefits (reward) and the risks associated with the solution. Evaluate factors such as implementation complexity, ongoing maintenance, and scalability.

Charting a path to Martech success


Whether you are just beginning to explore the possibilities of adopting new marketing technology solutions or upgrading your existing martech stack, the journey is strategic and demands careful consideration at every turn. From clearly defining your marketing needs and assessing the feasibility of new solutions to conducting thorough research on potential vendors and making an informed decision, each step is crucial in selecting a martech solution that aligns with your business objectives.

Remember, the goal is not just to adopt the latest technology but to choose tools that genuinely enhance your marketing capabilities, foster better customer relationships, and drive your business towards sustained growth.


As you navigate this process, keep your strategic goals at the forefront, ensuring that every decision contributes to the broader vision of your company's success in the ever-evolving digital landscape.


Join the FAPI Marketing Framework™ Academy to learn more about marketing team resource planning and team building.

Global Marketing Spend Breakdown: Media, Martech Tools, and External Labor Costs

By Chasefive Management • February 19, 2025
Marketing departments worldwide allocate their budgets strategically across three major cost categories: Media (Advertising), Tools (Martech), and Labor (External Resources like Freelancers and Contractors). The latest data, expressed in billions of dollars, provides insight into how businesses prioritize their marketing investments. Marketing Budget Allocation Overview The global marketing spend is distributed as follows: Media (Advertising): $1,088 billion (87%) Tools (Martech Software & Platforms): $121 billion (10%) Labor (Freelancers & Contractors): $45 billion (3%) This breakdown reveals a strong emphasis on paid media as the dominant marketing expenditure, with a notable portion allocated to marketing technology (Martech) tools, while external human resources remain a smaller but significant component of marketing budgets . Key Insights from the Data 1. Media (Advertising) Takes the Lion’s Share (87%) Advertising continues to be the largest cost item, accounting for nearly nine out of every ten dollars spent on marketing. Businesses rely heavily on paid media channels, including: Digital Advertising (Google Ads, Social Media Ads, Display Networks, and Programmatic Buying) Traditional Advertising (TV, Radio, Print, and Outdoor Media) Influencer and Sponsorship Campaigns The sheer dominance of media spend highlights the industry’s dependence on customer acquisition and brand awareness campaigns, fueled by digital transformation and the increasing role of online advertising in global markets. 2. Martech Tools Account for 10% of Spending Marketing technology, or Martech, has emerged as a critical enabler of modern marketing strategies. At $121 billion, Martech spend includes: Customer Relationship Management (CRM) Software Marketing Automation Platforms (e.g., HubSpot, Marketo, Salesforce) SEO, Analytics, and AI-driven Personalization Tools Email and Content Marketing Software The Martech investment reflects the growing need for data-driven decision-making, with companies focusing on automation, personalization, and efficiency in customer engagement. 3. External Labor (Freelancers & Contractors) Remains a Small but Strategic Component (3%) Despite the rise of freelancers, gig workers, and marketing contractors, spending on external labor accounts for just $45 billion globally. This category includes: Freelance Copywriters, Designers, and Developers Performance Marketing Consultants SEO & PPC Specialists Fractional CMOs and External Strategy Advisors Many companies leverage contractors for specialized projects, particularly in content marketing, SEO, and campaign execution, rather than hiring full-time employees. The 3% allocation suggests that while outsourcing is a cost-effective approach, most companies still rely on in-house teams and agency partnerships for execution. Trends Shaping Marketing Spend in 2024 and Beyond 1. Shift Toward Performance-Based Media Spend With advertising accounting for the majority of budgets, there is increasing pressure on ROI-driven ad spending. Companies are moving toward performance marketing strategies , where every dollar spent is measured against direct business impact (leads, conversions, and revenue growth). 2. Martech Investments in AI and Automation As Martech tools continue to evolve with AI and machine learning, companies are prioritizing platforms that streamline workflows, improve targeting, and enhance customer experiences. Expect Martech’s share to grow as businesses seek efficiency through predictive analytics, chatbots, and AI-driven personalization. 3. Growth in Freelance & Fractional Roles While external labor spending remains relatively low, the rise of fractional CMOs, freelance growth marketers, and contract-based specialists is changing how companies approach talent. Businesses are embracing flexible workforce models, particularly for highly specialized skills in digital and performance marketing. How Companies Can Optimize Their Marketing Budgets Given the current spending distribution, marketing leaders must: Ensure media spend is performance-driven, prioritizing ROI and customer acquisition cost (CAC) management. Leverage Martech strategically, investing in automation, AI, and data analytics for efficiency. Balance in-house and outsourced expertise, using freelancers and contractors for specialized, cost-effective execution without unnecessary overhead costs. The marketing landscape is evolving, and agility in budget allocation will define competitive advantage in the years ahead. Would you like a more detailed industry-specific breakdown or recommendations based on company size? 🚀

The impact of AI on marketing production and the transformation of marketing roles & structures

By Chasefive Management • January 27, 2025
To understand how AI is likely to affect the organization of marketing functions, it is helpful to briefly review the evolution of marketing teams over time. The pre-2000s was an era of marketing generalists working closely with a limited number of vendors and channels to control end-to-end production. Their main focus was on core marketing direction, communication and branding, with little emphasis on specialized technical skills. The marketing generalist concentrated on executing a unified marketing direction. While this approach created a coherent and streamlined marketing execution, it was not scalable. This may seem like a excessive detour but bear with me as we watch the curve of the marketing generalist unfold.

Resolving Marketing Accountability with the FAPI Marketing Framework

By Chasefive Management • January 1, 2025
The FAPI Marketing Framework highlights accountability in marketing, assigning clear responsibilities to various roles and ensuring that marketing efforts align with overall business objectives. The framework promotes a culture of shared responsibility for marketing success by defining key performance indicators (KPIs) relevant to all stakeholders. Here's a breakdown of how accountability is addressed within the FAPI Marketing Framework: 1. Clear Roles and Responsibilities: o Plan Master: The Plan Master is key within the FAPI Marketing Framework, overseeing the implementation of marketing projects. They build a dedicated team, enable effective communication, and coordinate activities to achieve marketing objectives while ensuring alignment with the business's overall goals for a strong return on investment (ROI). o Functional Leads: Functional Leads are vital for cross-functional support, coordinating resources and expertise for effective plans. They collaborate with the Plan Master to develop specific modules and ensure their area aligns with the overall marketing strategy. o Production Executives: Production Executives play a crucial role in executing specific marketing tasks outlined in the plan. They are responsible for ensuring that the work delivered meets high-quality standards and aligns with the overall brand and messaging of the marketing campaign. o Leadership Team: The Leadership Team is essential in guiding the organization by setting strategic direction and ensuring alignment with business goals. They monitor project progress, track milestones, assess marketing effectiveness, and evaluate return on marketing investment (ROMI). The team also provides guidance and makes key decisions during challenges. 2. Defined Deliverables: The FAPI Framework is structured with clear deliverables at each stage, making progress and accountability visible. The Strategy Brief is the deliverable for the Frame Module, outlining the business vision and strategic goals. The Marketing Playbook is the deliverable for the Architecture Module, providing a detailed operational document for execution. In the Production Module, the activities themselves serve as deliverables, and in the Insights Module, reports and recommended actions are the output. These deliverables act as milestones and ensure accountability at each phase of the project. The Insights Module highlights the crucial role of data-driven decision-making in marketing strategies. It advocates for the use of precise metrics to assess marketing performance, allowing for necessary adjustments. 4. Cross-Functional Collaboration: The framework promotes cross-functional teamwork, ensuring that all stakeholders are involved in the marketing process. This includes stakeholders from different departments, who participate and contribute through project events, thus fostering a shared sense of ownership and accountability. By promoting communication and understanding across departments, the FAPI Framework minimizes the potential for misalignment and ensures that marketing efforts contribute to the overall business objectives. 5. Continuous Improvement and Adaptability: The framework values continuous improvement, using feedback loops to learn from successes and failures. This iterative approach encourages teams to adapt their marketing strategies based on performance data, holding them accountable for ongoing optimization and growth. 6. Budgetary Accountability: The FAPI Framework also emphasizes resource stewardship and efficient use of resources. The Plan Master is responsible for overseeing the budget and ensuring a return on marketing investment (ROMI), promoting accountability in financial management. In summary, the FAPI Marketing Framework promotes accountability by establishing clear roles, defining deliverables, emphasizing data-driven decision-making, encouraging cross-functional collaboration, and promoting continuous improvement. This comprehensive approach ensures that all stakeholders are aware of their responsibilities and are held accountable for their contributions to the marketing success of the organization. Use the FAPI Planner to drive accountability and efficiency The FAPI Marketing Planner is a cloud-based tool designed to streamline marketing planning and management by implementing the FAPI Marketing Framework. It offers a user-friendly interface with pre-populated modules and components, enhancing team collaboration and task management. Request a FAPI Planner demo for free

Measuring marketing productivity in the age of AI

By Chasefive Management • November 26, 2024
With the surge of AI and its revolutionary impact on marketing, businesses are increasingly interested in how AI influences marketing productivity. To answer this question, it is essential first to understand how marketing productivity is calculated. According to the FAPI Marketing Framework , marketing productivity is determined by dividing the marketing output by the production input costs . The input costs of production consist of the combined expenses for Labor (L) , Media (M) , and Tools (T) as illustrated in the diagram below.

Unveiling the Role of the Plan Master in the FAPI Marketing Framework

By Chasefive Management • November 18, 2024
In the dynamic world of marketing, frameworks serve as blueprints to streamline strategies and drive results. The FAPI Marketing Framework, a structured approach for aligning marketing efforts with business goals, introduces a key role that acts as the linchpin of its success: the Plan Master . Much like the conductor of an orchestra, the Plan Master ensures that every element of a marketing campaign harmonizes to create a cohesive and impactful performance. Let’s dive into the intricacies of this pivotal role and its significance in transforming strategy into results. The Plan Master as a Vision Decoder The journey begins with the Plan Master receiving the overarching business goals—target audiences, budgets, and competitive landscapes—from leadership. Rather than merely executing these directives, the Plan Master serves as a vision decoder , translating these broad objectives into actionable, detailed strategy briefs. This process resembles turning a rough sketch into a high-definition blueprint, ensuring the business vision is clear, structured, and ready for execution. The Architect of Marketing Operations Once the strategy is defined, the Plan Master transitions into their next role: architecting the operational plan . Drawing from the FAPI Marketing Framework’s “Architecture Module,” they design the systems, resources, tools, and processes required for seamless execution. This stage demands a deep understanding of various marketing disciplines to ensure every piece fits together. From foundational elements to detailed workflows, the Plan Master creates a roadmap that balances creativity with operational efficiency. Hands-On Leadership in Production Unlike traditional strategists who step back after planning, the Plan Master is deeply involved in the Production Module . They oversee the day-to-day execution of the marketing plan, coordinating specialists, tracking progress, and ensuring projects stay within scope and budget. To maintain momentum, the Plan Master employs rituals like kickoff meetings, regular check-ins, and collaborative whiteboarding sessions. These practices not only foster clear communication but also cultivate a shared sense of ownership among the team, preventing missteps and keeping everyone aligned. Master of Insights: Leveraging Data for Continuous Improvement At the heart of the Plan Master’s responsibilities lies their ability to harness the power of data. As the “Master of Insights,” they analyze performance metrics to optimize strategies and drive continuous improvement. By connecting these metrics, the Plan Master weaves a compelling narrative that showcases how marketing efforts directly contribute to business success. 

🎙️Podcast: Exploring the FAPI Marketing Framework, a deep dive conversation into organizational marketing

By Chasefive Management • November 6, 2024
This excerpt from a podcast episode introduces the FAPI marketing framework, a structured approach designed to align marketing efforts with overall business goals and drive better results. The podcast explores the four key modules of FAPI: Frame, which establishes strategic alignment between marketing and the company's vision; Architecture, which creates detailed plans to implement the marketing strategy; Production, which focuses on executing the plans and leveraging technology like AI for efficiency; and Insights, which uses data analysis to understand customer behavior, measure results, and make informed adjustments. The conversation highlights the importance of clear communication, collaboration, and data-driven decision making across all departments to ensure that marketing initiatives are effective and deliver real value. It also stresses the importance of embracing a customer-centric approach and adapting to the ever-evolving digital landscape. The podcast emphasizes that FAPI is not just a set of rules, but a flexible framework that can be tailored to fit any company's specific needs and goals. Join the FAPI Marketing Framework Academy to dive deeper into this powerful, adaptable approach. Register free.
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