A scalable MarTech architecture offers all the possibilities
If you want to build a MarTech infrastructure for your company, we recommend that you plan and design it precisely in order to be successful. The most important consideration here: Which architecture matches your company's maturity? Because especially at the beginning, you might not need all functions, and can prioritize and scale as desired.
One should therefore begin with a realistic analysis of campaigns, processes and existing systems. Ask yourself: What are the strategic objectives? Can existent systems and data be used? Is there already a data lake or a customer-centric data mart in the company? Does the marketing automation solution currently in use meet my future requirements? If not, which future solution will suit me? Which channels do I currently use, and which ones will I have to add later?
This initial effort is worth it – don't shy away from it, and obtain support for this phase. Because once your MarTech architecture is in place, you are ideally equipped to enhance your customers' experience at the touchpoints noticeably, and to utilize their buying and clicking behaviour to optimize your marketing – demonstrating that your customers are not mere data points, but visitors and interested parties with specific needs.