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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Ad-Lib.io’s Adit Abhyankar interrogates the ongoing cycle of justifying new investments in tech. Below, in his own words, he considers three factors that could inhibit marketers’ success.
As most CMOs will attest to, marketing is becoming a technology-fueled discipline, with thousands of tech solutions promising better results across creative, media and operations spectra. But how much is too much, and how should a CMO justify more ad-tech or mar-tech investments when each solution makes overlapping claims and ownership of success? And how do you manage new issues created as a result of a new process or the onslaught of new vendors offering what they claim are superior solutions?
I was talking to a prospect this week who faced this exact challenge and asked for my help with a decision-making framework...
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