Mary Wallace says, “A colleague and I recently investigated a product that would allow us to change the content of an email once it was deployed. The system had some compelling bells and whistles, and we spent significant time trying to figure out how we could use the product.

But upon further consideration, I think our analysis was misdirected.

First, there were no requirements or needs from the business side addressed by the product, nor was the business side involved in the review process.

Second, we were more interested in the underlying technology and how it worked than in the product’s impact on how we interfaced with the targets of our email campaigns”.

How To Ensure Your Marketing Tech Investments Address Business Needs

Marketing Land

Sharing is caring