Intelligent Marketer Podcast Episode 19: How To Manage Your Tech and Data Ecosystems with Jeff Canada
Chris Nixon |
What do you think of when you hear the word “data”? Does it scare you or excite you? Probably a little bit of both.
It’s in the news. New regulations in Europe are giving individuals more control over their data. It can cause problems. Data Integration can completely cripple your business if done incorrectly. But if used correctly, it can save your business.
Jeff Canada has worked on his Tech Stack and Data Ecosystems in his time as a marketer at Quantcast. He has used data to bridge gaps between sales & marketing, simplify operations, and turn his marketing team from a cost center into a revenue center.
On this episode of The Intelligent Marketer, we’re joined by Jeff to talk about success in the growth & operations world, tech stacks, and of course, data.
Do you ever feel like sales & marketing don’t even speak the same language?
When Jeff came on board at Quantcast, he wanted to make sure that he was able to communicate effectively with the sales team as a whole. Jeff started by working directly with his sales counterpart to tackle data integration issues. Their department had a ton of duplicate data on their hands and it was a complete mess.
As Jeff began to work through these issues, he was able to speak to his fellow team member on the sales side about what cleaning up this data would mean for both marketing and sales. The conversation wasn’t just focused on leads, it was focused on specific accounts and managing pipelines too.
He was able to tell sales, “We are targeting these top 200 accounts, these are your accounts, and they engage with these different types of activities that we’re doing.” It was direct proof that marketing had the same final goals in mind that sales did, and it helped align the two teams together. Jeff began to encourage other members of his marketing team to engage their sales counterparts in the same way, and has a seen a shift in how the department operates.
Jeff’s team has also put measures in place to make their day to day actions in the operations world more repeatable and scalable. Instead of taking a “shoot from the hip” approach to solving problems, they are putting consistent systems in place. They are becoming more proactive rather than reactive.
This allows operations teams to do what they do best: ensure the pipeline is moving and educate sales regarding any marketing changes on the horizon.
Tech and Data Ecosystems
Jeff agrees with a previous guest of The Intelligent Marketer, John Fernandez, when it comes to simplifying Tech Stacks. It’s been a big focus of Jeff’s as he remarks, “This year has been all about pulling back and making sure that we have the right tech, rather than just having tech.” Jeff has attacked his team’s previously bloated Tech Stack in strategic ways to bring things back down to basics.
At the core of Quantcast’s Tech Stack is Marketo and Salesforce. Making sure these two are in sync and integrated can solve a whole host of problems. The only other platform that has been a game changer for Jeff is Siftrock. Siftrock is an Email Reply Management tool. It was originally used to solve a small problem for Quantcast (managing out of office replies), but has since turned into a powerful tool that contributes directly to revenue every quarter.
Having a small Tech Stack also allows for a degree of simplicity within the platforms that you are using. When there is a clean, logical, and consistent way of setting up data within your ERP/CRM platforms, you are saving yourself huge headaches down the line as you acquire more data.
And let’s face it, the average tenure of employees in the tech world is not long. So whether it’s you moving to a new company and having to deal with messy data and unintegrated platforms, or a new employee joining your team and experiencing a steep learning curve, try to pay it forward if you can. Keep your tech and data ecosystems as simple and efficient as possible!
Selling Data Upstream
Predictive analytics can allow computers to crunch numbers that would take humans centuries to complete, allowing people to get back to what they’re good at: thinking in creative in strategic ways. But when the word “data” has so many different (often negative) connotations, how do you get your Head of Marketing to buy into the idea that your team needs to be leveraging the data available to it?
Jeff has had to do just that, and he’s had to learn how to talk about data differently. He’s learned to talk about data in terms of the outcomes it can provide, not the details of leveraging it. Jeff began to speak about utilizing data in terms of leads, dollars, and market share, not getting lost in the weeds of Artificial Intelligence, Machine Learning, and Big Data.
For example, your company has an annual event that is moderately successful. It is attended by several hundred people based on several thousand invitations. Predictive analytics can help you get the invitations in front of the right people, generate more enthusiasm surrounding the event, and ultimately drive more profit.
If you frame this pitch for using data around profit, a term your executive certainly understands, rather than technical terms, you will be well on your way to boosting revenue for your team.