Let’s be real, too much of anything can be a bad thing.
Too much Halloween candy will rot your teeth, too many pumpkin spice lattes will drain your bank account, and too many scary movies will keep you up at night.
Enterprise software is no different. With the sheer quantity of tools and solutions available on the market, it’s all too easy to succumb to the dreaded Frankenstack.
What is a Frankenstack?
Noun — a hodge-podge of enterprise softwares and technologies not integrated and not working in harmony.
In other words, a Frankenstack is a mess of disjointed point solutions that can severely harm efficiency, convolute operations, delay data exchange, and decrease ROI on these software purchases.
The whole purpose of enterprise softwares is to automate operations and make sales, IT, and marketing more effective and efficient. If your softwares aren’t functionally compatible and your vendors aren’t consolidated, your stack can not reach optimum performance.
Making the most of your MarTech Stack.
Your stack is simply a collection of enterprise technologies tailored to solve your business problems and increase revenue. From consolidated suites of technologies (e.g Oracle, Salesforce, Microsoft, Adobe) to point solutions, a stack is only as good as its weakest link.
And while many organizations think more technology solutions means the answer to any and all problems, the unfortunate reality is bigger doesn’t always equal better. According to Hubspot, modern organizations use an average of 12 tools in their MarTech stack, with 9% of surveyed companies reportedly using 31 tools or more.
Components of a Typical Enterprise Technology Stack:
- Content Management System (CMS)
- Email Automation
- Data Quality (Cleansing, Data Enrichment, Data Deduplication)
- Marketing Automation
- Project Management
- Direct Mail Marketing
- Customer Experience, Service, and Success
- Digital Advertising
- Video Hosting
- Mobile & Web Analytics
- Sales Enablement
- Customer Relationship Management (CRM)
- Analytics Tools
- Human Resources
- Budgeting and Finance
- Internal Communications
- Lead Management
- Data Management
- Social Media Management, Engagement, & Tracking
- Search Engine Optimization
- Media Relations
- AI & Machine Learning Tools
- A/B Testing & Campaign Optimization
Not all stacks are made equal.
It’s easy to get caught up in flashy new technology when building out your MarTech Stack.
If you treat your stack as a set of complementary tools rather than a collection of point solutions, you’ll be able to avoid the dreaded FrankenStack and maximize ROI on all of the software purchases.