Upgrading Marketing Technology
Odd how sometimes there’s something so obvious in front of you and it takes months or years to recognize it. Like a faucet in your kitchen that’s pretty ugly, and one day you realize its a simple task to change it and improve your entire kitchen’s appearance.
I’m seeing this in the technology world as well, where companies suddenly realize they’ve been using crappy technology for a while and there are better and cheaper alternatives. Most people are familiar with this in the email space, where many companies existed in the early days that were pretty terrible. Once someone took look around and saw there were plenty of better options, there was a shakeout of bad technology and the good companies took off. I went through this exact realization in 2003 and switched from a really terrible legacy email service to a top notch one, and cut my costs by 70% at the same time.
Its amazing to me that more companies take more time to select a new application or service than to evaluate their existing capabilities. In many cases they’ve already moved up the learning curve, know exactly what their business needs, and can move to a more modern solution that provides only what they need. Instead of focusing on perceived gaps in their capabilities, changing out existing capabilities usually will produce a much greater ROI.
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