The Best Martech Platform Is Possibly The One You Already Own

The Organisational Growth Blind Spot

When it comes to martech, many companies are falling into a common trap: buying into expensive “transformations” that lead to only minor efficiency gains. Tap CXM’s Chief Growth Officer, Sam Taverner, has seen this too often. Companies are eager to solve capability gaps but end up focusing too much on new tools rather than real organisational change.
These projects, while born from genuine needs, often get sidetracked by the allure of shiny new software. Before long, you have a tech implementation that doesn’t deliver the intended transformation. As Sam puts it, “It’s not done lightly, but it’s just not done very well.” The result? Everything works, but nothing changes. Tech can’t solve people and process issues on its own.

Adjusting Your Scope to Avoid a Blunder

Martech might be exciting, but tech is just a small slice of the transformation pie. In fact, technology usually makes up only about 20% of the change needed. The rest? It’s all about reshaping your processes and people to align with a truly customer-centric approach.

Sam’s advice: work backward from your business goals. Often, you don’t even need new tech to get there. Start by evaluating what you have, and focus on using it to its full potential. A CXM consultant can help uncover underutilised capabilities in your current setup.

Here’s how you can start:

• Work backwards from goals: Define your business objectives before thinking about tech.
• Spot gaps: Review your current martech and see where opportunities lie.
• Build on what you have: Instead of buying new tools, improve the existing ones through training, upgrades, or integrations.
• Focus on people and processes: Tech is a tool; transformation is about how you use it.

Adopt continuous improvement: Keep upgrading your team’s skills and tech capabilities as business needs evolve.

Considering a Martech Implementation? Ask These 10 Questions First

Before diving headfirst into a new martech project, you need to ask the right questions. Sam recalls a global brand that undertook a huge martech implementation but forgot one key thing: re-engineering how their teams worked. The result? The new tech simply replicated old processes, leading to minor efficiency gains rather than real transformation. Instead of rushing into a new tool, ask yourself:

1. 1. What’s the real business goal?
2. 2. Can current tech meet this goal with improvements or upgrades?
3. 3. Are my people and processes ready for this transformation?
4. 4. Will this new tool integrate with existing systems?
5. 5. How will this change benefit the customer?
6. 6. What internal resources are needed to make the most of this tool?
7. 7. How will success be measured?
8. 8. Are we prioritising customer outcomes?
9. 9. Can we train staff to maximise the value of this tech?
10. 10. Do we have a plan for continuous improvement post-implementation?

Customer first, always

The best transformations are built around customer needs, not tech tools. By focusing on customer centricity, you can identify gaps in your martech stack and processes that prevent you from delivering the best experiences.

Sam shares how, instead of a major martech overhaul, a business could have centralised customer data, designed better profiling processes, and aligned marketing strategies across the board. The result? Real-time, personalised customer journeys rather than isolated improvements in efficiency.

How Martech Implementation Should Be Done

Tap CXM Solutions Director, Dirk Wybe De Jong, suggests a two-track approach: focus on process improvement and tech separately. By doing this, you ensure that the new tech is truly enabling change, rather than just propping up old habits.

Dirk emphasises the importance of not rushing tech implementations. “If you configure new tools around outdated structures, you’re missing out on the real value,” he says.

Best Practices for Organisational Change

The real magic happens when you prioritise customer-driven organisational change before diving into martech. Implementations should enable, not dictate, transformation. Changing processes and getting people onboard is harder than plugging in a new tool, but it’s essential for long-term success.

Dirk and Sam both agree: even if the tech is already in place, there’s still time to re-engineer your processes to unlock its full potential. It’s about migrating into the tech while changing how you work.

How To Avoid Wasting Money on Martech

Dirk recalls several projects where the new martech system didn’t fit the business needs, leading to wasted time and money. From over-engineering solutions to spending millions on custom integrations, the root cause was almost always the same: trying to force a new tool into an outdated process. Avoid this by calling in CXM consultants early. They’ll help you make the right decisions upfront, preventing costly mistakes down the road.

To stop the cycle of underused martech, follow these principles:

• Start with a business case that focuses on customer value.
• Assess your current martech for untapped potential.
• Prioritise process changes and people over shiny new tools.
• Invest in training and enhancements before new tech.
• Continuously improve your systems and team capabilities.