Too many companies are developing tech stacks that don’t fit their business. Efforts to keep up with the latest trends mean today’s must-have items can quickly become tomorrow’s unwanted or unused solutions.
21% of CMOs say their company has acquired tools or platforms “that aren’t even being used.”
Figure 1 Google Search trends 2021-2023
This isn't surprising given the increasing demands and complexities faced by Marketing teams.
Content needs managing across multiple channels, regions, and languages, and contextualising for different users, interfaces, and journeys. With over 70% of B2B organisations now localising content, not just languages, (CMI, 2022) simply maintaining your day-to-day content operations requires an ever-increasing level of effort.
A recent survey of UK businesses found half were running between two to three content management systems (CMS). Traditional CMS-only platforms are not well suited to supporting omni-channel experiences, so companies often turn to other systems to try and plug the gap.
This desire or need to move fast may deliver agility in the short-term, but at the expense of connectivity in long-term. Developing siloed solutions can quickly break things when you try to automate or orchestrate customer experiences at scale.
Here’s our guide to the three things to check when analysing your current systems, to make sure any improvements will be a good be a fit for your business.