There's a refrain I frequently hear from CMOs and digital marketers — a widely shared sense of wistfulness — that expensive digital marketing technology tools have been procured but not being leveraged to the hilt.
"We bought a Cadillac but we use it like a Corolla."
Yes, sometimes the software tools are the wrong fit for you and attendant technology limitations can become constraining (learn about tool strengths and weaknesses in RSG's evaluations), but that's only part of the puzzle.
To channel Shakespeare:
The fault, dear Brutus, is not in our stars,
But in ourselves, that we are underprepared.
Yes, underutilization of tools is quite pervasive. In our advisory work with enterprise customers, we routinely find that such underutilization is a symptom of not having expert resources well-versed in digital marketing practices and techniques on the team.
RSG's RealScore Framework looks at the foundational aspects of MarTech Effectiveness within five levels of proficiency, ranging from customers with strong expertise in traditional marketing but struggling with digital to those at the other end — customers pushing the frontier forwards and challenging their vendors to keep pace with them.
Figure: RealScore MarTech Effectiveness Framework. Digital Marketing Expertise Ratings.
Of course, Expertise is one of a dozen essentials we identify in our effectiveness framework. But it's a good place to start. Where do you and your teams stand on this? How do you measure compared to your industry peers? You can find out by taking the RealScore diagnostic.