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The 7th Core Competency of a MarTech Manager Needs
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Martech.org recently published an article about 6 core competencies every martech manager needs. It was great but I feel like it missed a seventh competency.
They listed the 6 core competencies as being
- Generalized System Understanding
- Tool Management
- Architecture vision
- Capability assessment
- Tool Procurement
- Organization Management
The one that I think is missing is the ability to take all of the above outputs and translate them into value for the organization.
Why translating is so important
When the business is faced with the challenge of budget cuts, the initial target often tends to be resource spend to prevent headcount reductions. Executive teams may quickly hone in on expensive tools as potential cost-saving measures. However, the ability to effectively communicate the value that these tools bring to the organization is crucial.
By being able to articulate how Martech investments directly contribute to achieving overall business objectives, martech managers can position themselves and their technology decisions in a more strategic light. This not only highlights the importance of their team's role but also highlights the significance of their tech stack in driving organizational success. Ultimately, the ability to translate technical outputs into tangible business value is a key competency that should be added to this list.
Thinking bigger picture
An underlying component of the ability to translate all of the outputs of the competencies is thinking big picture. Understanding the value added across the organization involves not only recognizing the immediate impact of Martech investments but also anticipating the long-term benefits and implications. It requires looking beyond individual tools and processes to see how they fit into the larger strategic goals of the company.
By considering how each decision and action contributes to the overall success of the organization, martech managers can ensure that their efforts are aligned with the broader mission and vision. Thinking holistically allows the executive teams to make informed choices that drive sustainable growth and innovation, ultimately positioning the company for long-term success in the ever-evolving digital landscape.
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All in all these are all great competencies to have, however I think that it is also important to be able to bring it all together so that your tech stack can be viewed as assets rather than liabilities.
