While rate of adoption looks at how fully a platform is used by internal teams, another thing you’ll want to keep an eye on is level of integration. In other words, how well connected are the features, data, and systems that you’re using? And how well do they work together?

There are three things to consider when measuring levels of integration: data, feature conflicts and interoperability.

First, data. This is where you monitor how easily information from one product, system or platform within your martech stack can be sent and received by others.

You should check for feature conflicts, too. Are any features being duplicated across your martech stack? This is best avoided as it can cause confusion and is also potentially a waste of marketing budget.

Another important factor is interoperability. How well do features across your martech stack complement one another? Do they work well as a stack, or are certain tools causing issues?

Finally, alongside integration, you should also ensure your martech stack is keeping up with the pace of change in the marketing industry, as well as growing consumer expectations. To do this, you’ll want to look at the rate of innovation within your martech infrastructure.

The first thing to look at is how often high-quality features are being added to the platforms and products in your stack. This might include how often your platform vendor adds new features, how frequently your internal teams are building new features, or a combination of both.

The second thing to consider is the overall vision - or product roadmap - of the different parts of your stack. This should help you evaluate the overall direction that your stack is moving in and the goals that will guide the features and products that are released in future.

We’re nearly at the end of this lesson, so let’s recap before we sign off. As we’ve seen, martech is a key component of your business’s marketing capabilities, and to get the most out of your stack, it’s important to understand how it fits in with your marketing teams, and how to implement and integrate it successfully.

Your stack will probably be made up of lots of different features and platforms, such as those that store data and serve content, offers and email campaigns - and all of them should empower your marketing teams to work more effectively and productively.

And, finally, once you’ve developed your stack, you’ll need to measure its effectiveness to ensure that it’s continuously improving and generating results that drive your business forward. That’s all from us for now - see you next time!

Level of Integration & Rate of Innovation

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