Architecture vision is the third of six essential talents that marketers should learn in order to effectively use the martech stack and its processes.
The third of six fundamental talents that marketers must have is “architecture vision”. In earlier articles, I covered the first two competencies: broad system understanding and martech tool management.
This third ability, architecture vision, can be regarded of as the total of the first two competencies. The first states that marketers should have a broad grasp of how client data should be acquired, unified, and ready for activation across various channels (such as social, email, SMS, web push, app notification, and so on). The second is that marketers have a strategic view of the various platforms and how they store and use customer data.
The architecture vision competency relates to having a strategic perspective on marketing technology platforms, as well as understanding how these tools are used to acquire and activate customer data.
Why is architecture vision crucial to marketers?
Marketers who have a strategic, systemic view of the marketing platforms available to them, how they can collect and use customer data, and how this data can flow safely and securely among these platforms, as well as an in-depth understanding of marketing processes, can help increase marketing technology utilization.
The architecture vision competency helps marketers better understand how to use the available martech stack to improve both the customer experience and internal marketing processes. As previously said, marketers may achieve architecture vision by taking a systematic view of the marketing technology stack as well as an overall grasp of how each tool in the stack operates.
Architecture Vision:
- Allows marketers to understand how the various platforms work together and how this influences the flow of consumer data, from collection to customer-facing communication.
- Allows marketers to help determine which customer data should be transferred from one platform (where consumer data is collected, for example) to another (where the same data is utilized to communicate with the consumer).
- Finally, having architect vision may substantially benefit marketers when working with other stakeholders (such as IT, data operations, data security, data privacy, and so on).
- Understand that this is more than simply technical understanding. Rather, this is about providing marketers with a bird’s-eye view that allows them to better understand how the available martech stack affects marketing operations (for better or worse) and customer experience.
Next steps:
Here are a few questions to get you started:
- Does your present martech architecture automate operational marketing operations, such as transmitting data from one platform to another in an automated and secure manner, ready for use by marketing or revenue growth teams?
- Is there any overlap in features between the martech platforms you’re using?
- If there is overlap, does it impede procedures (for example, teams using separate platforms to complete the same tasks)?
- Is client data moving safely and securely via the stack?
Marketers should bring their responses to these questions to the process of analyzing the martech stack architecture with other relevant stakeholders and teams. These will assist you understand how martech operations and marketing processes may be improved to improve the customer experience and desired business results.