Marketing technology, or martech, is at a critical juncture. As the complexities of consumer behavior and technology continue to grow, marketers face the challenge of optimizing their martech performance to drive better results. In response to these challenges, Clevertouch Consulting is redefining how marketing leaders approach martech performance through the introduction of Clevertouch Insight, a research-focused division that promises to enhance understanding and effectiveness in the martech landscape.
At the heart of Clevertouch Insight’s initiatives are two innovative programs: MartechIQ(™) and The Mosaic Project. Both programs are designed to address specific challenges within the martech realm, allowing organizations to better navigate the software landscape and adapt to rapid changes in technology.
MartechIQ(™)—A Benchmarking Tool for Success
MartechIQ(™) stands out as an essential benchmarking tool developed with significant input from industry giants such as ABB, BT, Deloitte, and Robert Walters. This tool goes beyond traditional metrics that predominantly focus on campaign performance, instead offering a comprehensive view of an organization’s martech ecosystem.
MartechIQ(™) evaluates key areas such as platform integration, customer experience management, and data handling. This multifaceted approach allows marketers to identify their strengths and areas that require improvement, giving them a data-driven foundation to enhance martech performance. For instance, a marketer using MartechIQ(™) might discover that while their customer experience metrics are strong, their data handling processes are lacking, providing a clear direction for future improvements.
The tool serves as a roadmap, guiding organizations toward a more efficient and effective application of their marketing technologies. With its insights, marketing leaders can make informed decisions, ensuring they are not just keeping up with trends but also paving the way for strategic growth.
The Mosaic Project—A Collaborative Think Tank
The Mosaic Project represents a groundbreaking initiative that aims to foster collaboration among academics, technologists, and marketing professionals. Backed by Innovate UK, this think tank will generate valuable research in the form of white papers and management strategy documents. Spearheaded by Professor Rob Angell from the University of Stirling and Joel Harrison from B2B Marketing, The Mosaic Project seeks to address pressing martech issues through a collective brain trust.
The importance of this collaboration cannot be overstated. As digital marketing evolves, the challenges marketers face become increasingly complex. The Mosaic Project aims to create an environment where shared knowledge can lead to innovative solutions. By pulling insights from various sectors and disciplines, it has the potential to produce actionable strategies that resonate across the industry.
As Adam Sharp, CEO and co-founder of Clevertouch Consulting, articulates, “Our new think tank is a transformative initiative for the martech industry. By combining insights from academia, leading organizations, and our clients, we’re not just shaping the future of martech but enabling marketers to realize its full potential.”
Expanding the Client Portfolio and Leadership Team
Clevertouch Consulting is not just stopping with new programs. The company is actively expanding its client portfolio and forming new partnerships with organizations like Brooks Macdonald, IFS, and Impax Asset Management. This strategic expansion is indicative of their commitment to becoming a leader in martech consulting.
Additionally, leadership changes within Clevertouch Consulting will further enhance its capabilities. Kathryn Vaughan has been promoted to Senior Director of Customer Success, Lily Kowalik to Head of Growth, and Louise Cranfield to Senior Director of Strategy and Programmes. Notably, Chris Fowler will now oversee research efforts, ensuring that the company remains at the forefront of martech innovations.
These strategic moves indicate a robust vision for the future. By investing in leadership talent and forming strategic partnerships, Clevertouch is positioning itself as a key player in navigating the complex landscape of marketing technology.
Conclusion
In an age where marketing effectiveness is crucial for business survival, the insights provided by Clevertouch Insight, MartechIQ(™), and The Mosaic Project offer a beacon of hope for marketing leaders. By rethinking the approach to martech performance, marketers can leverage data-driven insights, foster collaboration, and drive meaningful change within their organizations.
For any marketing leader aiming to stay competitive, engaging with Clevertouch’s initiatives could be a strategic step forward in optimizing martech investments and achieving desired outcomes. As the marketing landscape continues to shift, those who invest in understanding and adapting their martech strategies will undoubtedly reap the benefits.