Josh Hill and Kelly Jo Horton update and enhance their popular 2019 Adobe stack management presentation. What we will cover in this session. Five practical steps to creating a power stack. Know where you are. What’s in your stack, who owns the technologies Identifying Gaps & Overlaps. Do you really need everything you have? Streamlining, consolidating, adding to fill gaps Making a case. How do you justify a new purchase? Vetting vendors. How to control the vendor vetting process and negotiations Change management. Change is hard. How to find your champions and foster adoption

1. 5 Steps to a Martech
Power Stack

2. Kelly Jo Horton
Senior Client Partner, Etumos
● Founder of MOPsTalks
● MOPs & RevOps Advocate
Josh Hill
AVP, Marketing Automation & Tech
● Lead a global team of 30 martech pros
● 5x Marketo Champ & Champ Alum
● 40+ consulting projects
@kellyjohorton
@mopstalks @jdavidhill

3. The 5 Steps
Know where you are
Identify Gaps & Overlaps
Make a Case
Vet Vendors
Implement & Adopt

4. Know your Stack
Know where you are Identify Gaps Make a Case Vet Vendors Implement & Adopt

6. How well do you know your stack?
❏ Lead sources
❏ Data sources
❏ Middleware/iPaaS
❏ Core Platforms
❏ Data warehouse
❏ Data visualization
❏ Platform ownership
❏ Contract ownership

7. Example 1: Lead & Data Flow Diagram

8. Example 2: Lead & Data Flow Diagram

9. Who Owns What?
Responsible
Who owns the platform and the contract?
Accountable
Who are the admins and power users?
Who has access to the system?
Consulted
Who are the stakeholders?
Informed
Who has to be kept updated?
R
A
C
I

10. Getting Your House in Order
Know where you are Identify Gaps Make a Case Vet Vendors Implement & Adopt

12. Evaluating Gaps & Opportunities
Why is this here?
• Why did we get it in the first place?
• Who owns this?
• Does anyone use it to its fullest?
What does it do?
• Do we understand its business purpose?
• Is there a technical process it runs or manages?
• Is this still valuable to the org? (ROI, Critical process)
• Cool idea vs real business need?
Are there alternatives or overlaps?
• Do other tools do this? Could they?
• Should we build this in house? Could we?
• Should we outsource this to a vendor instead of bearing direct maintenance costs?
Do we need something different? Does it still meet our needs?
• Scale, speed, reliability?
• Has the business changed and this is no longer needed (or useful)?
• Are we missing a capability, feature, or is it a gap driver?

13. Making a Case
Know where you are Identify Gaps Make a Case Vet Vendors Implement & Adopt

16. Building a Case
• Upgrade? We need a robust, scalable data processor to do real time
programs that will increase conversion 20%
• We have 3 event tools and we can save $50k by cancelling two.
What is the problem we’re
solving?
• TCO: do you understand the full costs?
• Pricing model of the vendor vs your needs.
• Is there ROI? (Time, costs, new growth)
Funding & ROI
• Is anyone managing this system? Can you hire someone?
• Adoption and Rollout steps
People & Admin
• Which vendor is ideal for you over 1-5 years?
• Build vs Buy
Technical Evaluation

17. ROI Method 1: The Easy Win
Future Costs TCO
License Fees $10,000
FTE to manage $100,000
Other costs $20,000
Totals $130,000
Current Costs TCO
Cost of Current
Process
$100,000
FTE to Run $200,000
Other costs $20,000
Totals $320,000
ROI Analysis TCO
TCO $130,000
Current Costs $320,000
Difference ($ Savings) $190,000
ROI
((TCO-Current)/TCO)
146%
If you have a process or tool with clear current costs, you can easily compare them to the future Total Cost of
Ownership. Remember to include all costs from FTE to License Fees.
✅

18. ROI Method 2: A Bit More Thought
What do you do if the process doesn’t exist? What’s the cost of not having a process?
Example for Calendar Tool
Expected Revenue of a Meeting $1,000
Meeting Analysis Current New
Likelihood to get a meeting 20% 25%
Meeting Attempts 500 500
Meetings Today 100 125
Expected Revenue $100,000 $125,000
Cost of Tool must be less than $25,000
Considerations
• What will the increase in business or
reduced costs be?
• How could you calculate that?
• Do you know (or have a reasonable
estimate) of these costs.
• Funnel metrics will help a lot here
• If you see that Velocity of Meetings or
Conversions would be the driver, is
Sales willing to own that increase?
• How can we measure if this was
successful?
• How do you know a “We should have it”
process or tool is valuable?
• What is the opportunity cost of not
having this (Meetings or Lost
Optimization)?

19. ROI Method 3: Run Rate Comparison
What if you kept the same process or vendor for increasing demand?
Considerations
• Output expected over time
• How can you scale?
• Will an investment today lower overall
costs at the same (or better) result?
• Ideal for showing
○ Agency vs In House Cost scaling
○ Campaign Operations
○ New System Automates or
Scales up something that is
manual, or less optimal as
demand increases.
○ Costs not sustainable with
current system or process.
Spend Now, Save 50% Later!

20. Vendor Management:
Solutions Not Vendors
Know where you are Identify Gaps Make a Case Vet Vendors Implement & Adopt

21. 1. Know what you want
2. Know what you may be able to pay
3. Ask lots of questions
4. Don’t accept the first answer.
5. It’s ok to say No.
Vetting Vendors

22. Know What You Want: Preparing the RFP
What we want Feature Vendor 1 Vendor 2
Save time on meeting
setup
Show rep’s calendar to
the Lead
x ✅
Click to Schedule Link to Rep’s calendar ✅ x
Show calendar in an
email
Show calendar in an
email
✅ ✅
Low cost per Lead Per lead pricing $50/meeting $500/mo no limit
Take people out of online
chat
AI chat script
x ✅
Route to correct sales rep Connect to CRM
Take down info to send to
rep
✅ x
Knows Lead Reps SFDC API or Package ✅ ✅
Push data to MAP for
deduping
REST API
✅ ✅

23. Maximize the Vendor Experience
Contact
● Skip the
BDR/SDR
● AE
● Website
● Reviews
● View as a
partner
Relationship
● Who is their
Point of
Contact?
● Buying Team
● What you don’t
want them to
do
● Explain
process to buy
Demos
● First Demo
● Technical
Demo
● Stakeholder
demo
Tech Sales
● Solutions
engineers
● Docs
● Will it work?

25. Don’t Accept Salesperson’s Answer
Demo ● Stakeholders First View
Technical
Demo
● Tech Expert
● Show me the buttons
Technical /
Solutions
Engineer
● Answer my detailed questions
● no BS
Share
Documentation
● Can they link you to the right
info?
● Do they have it?
● Don't accept no
Team Demos ● Stakeholder final review.

27. Due Diligence
Vendor
• Ask for
References (2+)
• Forums
• Docs
• Trials
• RFP, BRD
• Company history
Internet
• Search
keywords
• G2Crowd,etc
• Search forums
• Negative and
positive
People
• Ask your friends
• LinkedIn
profiles
• Other vendors

28. Negotiation: Get the Best Deal for You
Package &
Pricing
● Packages vs
Your Need
● Add ons
● 3 months free to
implement
● POC at reduced
rate
● Support
packages
● EOY/FY pricing
discounts
Terms
● 3-6 months vs 12
● Multi year
options
● Renewal caps
● No auto renew
● Add on price
lock-in
Fine Print
● Uptime Clauses
& Credits
● Failure & Breach
Clauses well
defined
● Offboarding
● Data storage
● Failover,
backups, etc
● Security &
Privacy
Procurement
● Final budget
approval
● Legal review
● Signature
In a new relationship? Do you fear lock in? Is it a renewal?

29. Keys to a Successful Rollout
Know where you are Identify Gaps Make a Case Vet Vendors Implement & Adopt

31. Preparing for Change
Who is impacted
What is impacted
RACI
Buy In
Planning

32. Roadmap to Success
Plan
● Project Schedule
● Teams involved
● Internal & External
resources
● Business requirement
documents
● Do we all agree on the
outcome?
● Technical Specifications
● Impact analysis
Adoption
● Power Users &
Champions
● Training Program
● Expectations
● Boundaries
● Administration
● Rollout to all teams
● Change management
Develop
● Technical development
● User Acceptance Testing
(UAT)
● Staging
● End to End Testing - do
you understand the
impacts & plan for it?
● Go Live Notifications
● Move to Production
● Roll back plan
Make sure your implementation is successful!

33. The 5 Steps
Know where you are
Identify Gaps & Overlaps
Make a Case
Vet Vendors
Implement & Adopt

34. Our Gift to You!
• CDP Example – Giveaway
• RFP Giveaway
• Business Case/ROI Giveaway
• Vendor Management Deep Dive - Giveaway
• RACI
• Lead and Data Flow Diagrams

35. Questions