So, we’ve had a look at the types of martech out there and how you can approach the development of your stack. But, you can’t just buy some martech, implement it and head off into the sunset! It’s something that will need constant measurement and refinement as the technology - and your use of it - evolves. So, let’s take a look at some of the ways your business can measure the success of your martech to help you continuously improve it.

First up, return on investment, or ROI. This is the ultimate measurement of your martech investments, and, while it’s likely to be the most difficult metric to measure, it’s critical because it will show whether or not your investments are paying off.

To calculate ROI, you’ll need to look at your ongoing financial costs, as well as the time employees and agencies spend using your martech platforms. Then you can look at the outcomes of your marketing and relate your success back to your martech stack.

One tricky aspect of calculating ROI is working out where to draw the line between measuring marketing outcomes against your investment, especially when martech plays such a key role in your teams’ everyday work. How do you work out how effective it is, when it’s involved in almost all marketing activity? This isn’t necessarily an easy question to answer and it will depend on a number of factors - so, you’ll have to work out how best to measure it internally.

Next - a slightly easier metric to measure - rate of adoption, which looks at how much your team is actually using the martech you’ve invested in.

First of all, you can examine cross-team adoption. Are all of your teams using all, or at least parts, of your martech infrastructure, or are some teams relying on outside vendors or siloed platforms? This is important as there are obvious cost savings to be had when multiple teams rely on a single set of platforms, from licensing costs, to onboarding and training time for employees.

Next, you can look at whether or not people are using your whole martech stack, or whether they just favor specific products or platforms. For example, have you invested in a multi-million dollar license, only for your teams to use just one small feature of that software? Or, are they using it fully so that the license fee is justified?

Measuring Your Success

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