The 12Ps of Marketing Technology

KEY POINTS

• Colleen’s 12Ps of Marketing Technology© is built upon the tenet that MarTech is an enabler for marketing. Marketing technology, in and of itself, is not a strategy. The technology offers no value unless it enables a solid marketing strategy.
• Further, for MarTech to succeed, the technology needs to be successfully adopted and utilized by the marketing team in a manner that advances, or accelerates, the marketing strategy.
• The 12Ps is a framework that provides guidance (and guardrails) for one MarTech project or for a portfolio of projects. It is comprised of three phases, each with sub-steps, that directs leaders through the marketing technology process.
• Recognizing how easy it is to get carried away with marketing technology, riding the wave of promise without adequate checks and balances, each 12P step is designed as a hurdle – a decision-gate where marketing must decide if they should proceed, stop, or re-engineer.