In this Expert Insight Interview, Asa Hochhauser discusses choosing and rolling out the right sales tech. Asa Hochhauser helps marketing leaders drive growth with MarTech and data. He is the VP of Sales at McGaw.io, a team of consultants and practitioners who help companies harness the power of marketing technology and data.
This Expert Insight Interview discusses:
- How to choose the right marketing technologies and roll them out efficiently
- Why it is crucial always to remain focused on your goal
- The importance of integration within your stack
Working Backwards from Your Goal
Regardless of how well marketing technology is chosen, its roll-out often fails because people tend not to plan beyond the acquisition phase. So how can you do a better job assessing the technology you need and rolling it out efficiently?
Choosing the right technology often has nothing to do with technology per se. Whatever you’re doing, you should first and foremost be working backward from a goal. Usually, this will uncover a whole slew of problems or opportunities. These problems and opportunities should be the driving force behind your choice of technology. As you start to understand what you’re looking to achieve, you can focus on how you will go about doing it.
Focusing on What Is Important
We all know how many technologies exist today, so there will be plenty to choose from, but you’ll get distracted if you don’t remain focused on what’s most important to you. When it comes to getting buy-in, there’s the combination of going upmarket and focusing on your team that will be using the technology.
It is critical to help your team understand that the technology will make them more successful. You need to get alignment from the team that will be using the technology, and they need to know how it will change their workflow, what kind of skillset they’ll need, what type of training it will require, etc.
With the development of web technologies, it has become relatively easy to disappear into your basement for a few months and program a new tool. As a result, we’re seeing lots of new tools coming onto the market all the time. This means it is easy to get distracted and overwhelm yourself and your team by continuing to lay tool upon tool on them.
Another vital thing to think about when you’re building your stack is integration and how things will connect and talk to each other, and the best solutions are built to enable that.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.