Don’t Put the Cart Before the Horse

Cart before the horse
Today it was announced that IBM will spend $100MM to augment its marketing services offering and consulting business. Good for them. Having more smart minds leveraging today’s avalanche of data certainly can’t hurt.

Yet consider this…

As tech titans like IBM, Oracle and Adobe enhance their marketing product sets, remember the old saying, “Don’t put the cart before the horse.”

Recently, many client companies have made significant investments into marketing automation, CRM systems, data integration software, and other tech solutions. Much of this technology is amazing – if the team on the ground knows how to leverage it… or if the economic outcome is worth the time spent to buy it and deploy it. But the amount of frustration among these client marketing organizations cannot be dismissed.

In many circumstances…

• the promise of the new technology outpaces the practicality of leveraging it
• the hype of the technology’s potential is inconsistent with the help available to fulfill it
• the purchasers of the technology do not effectively engage the people who are expected to use it. To use the horse analogy again: you can lead a horse to water, but you can’t make him drink.

Shopping carts will only overflow when smart, thoughtful horses are pulling them.


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