Vous avez du mal à transmettre les avantages de la technologie dans les opérations marketing aux dirigeants ?

As you define and explain the value, be sure to include the cost of NOT doing implementing something too. Perhaps that new MarTech includes standard functionality that you currently gain from multiple other platforms? There’ll be a cost saving somewhere if you can streamline your tech. Metrics including cost saved, revenue made, time saved, efficiency gained etc are all really powerful in gaining buy in for new tech.

Don’t pitch features, pitch on what they care about such as financial upside. Explain how MarTech tools drive measurable ROI, like boosting customer retention or cutting CPA. Speak in terms of revenue, not reports. HubSpot found that companies using marketing automation see a 451% increase in qualified leads.

Technology offers tremendous potential for efficiency and effectiveness, ultimately creating a more tailored and personalized experience. While it's tempting to prioritize technology when engaging teams, it's essential to focus on the customer and how your solution can delight them—most will embrace delivering the most value to the customer. Providing tailored and personalized experiences, along with effective channel integration and capabilities, is not merely a luxury but a necessity. By placing the customer at the forefront as you engage teams, you position technology and your roadmap as enablers of the customer’s positive experience, satisfaction, and business goals.

Executives do not care about tools. They care about outcomes. So I skip the tech talk and zoom in on results that hit the business scoreboard. If the company wants to enter new markets or improve customer lifetime value, I show how specific tech removes friction and scales results faster. Speak in their terms. Say this tool helps cut churn by ten percent or shortens the sales cycle. Make it obvious how tech becomes the engine behind business growth. If you want buy-in, ditch features and talk in KPIs. That's how you earn attention in the boardroom.

When conveying the value of technology in marketing operations to executives, start by clearly defining how it drives measurable business outcomes like efficiency, ROI, and speed to market. Align your message with broader company goals to show strategic relevance. Simplify complex tools and data into clear, actionable insights they can relate to. Highlight the flexibility tech offers to adapt quickly to market changes. Foster collaboration by involving cross-functional teams in discussions, reinforcing that marketing tech is not just a tool but a growth enabler across the organization.

Executives care about goals, not gadgets. Tie every tech suggestion to a business objective: retention, margin, LTV, expansion. The clearer the link, the faster the buy-in. Salesforce’s Pardot helped VMware align MarTech with sales goals—cutting nurture time by 40%.

I completely agree, tech should never be the headline. When I talk to leadership, I focus on how the tool drives real outcomes. For example, “This platform will cut our campaign launch time in half, letting us test and enter new markets faster.” Or, “This system improves lead quality, which means sales spends less time chasing bad fits.” It’s not about features; it’s about impact. When you tie tech directly to KPIs like revenue growth, retention, or pipeline accuracy, you get buy-in because you’re speaking their language—not just pitching tools.

Programa de integración y formación de empleos vocacionales Inscripciones abiertas ahora Perfil de la personalidad solamente CL $25000 (US $30) #orientacioneducacionaldocentespa #orientadoreducacionaldocentespa Juntos en la inclusión educativa social Reflexiones sobre la luz en las tinieblas Aprender a ayudar en la vocación de servicio Julioandaurmoya@gmail.com NIVELES DE ACCESO : 1 PERFIL DE LA PERSONALIDAD 2 CAPACITACIÓN 3 EMPLEO EN EL ÁREA TE ESPERAMOS PACIENTEMENTE EN SAN ANTONIO PUERTO CHILE PLANIFICAR Y HACER CONFIANZA CURSOS PARA EL EMPLEO INCLUSIÓN DE LA EXCLUSIÓN ACCESO A LA ATENCIÓN PRESENCIAL Y ON LINE

Ditch the jargon, translate tech into impact. Instead of “multi-touch attribution,” say “It helps us know what’s working, so we stop wasting ad spend.” Paint a clear picture. When IBM simplified AI demos for execs, buy-in grew 3x faster across divisions.

La clave no es solo simplificar: es hablar el lenguaje del cliente. Muchas veces, lo que frena la adopción tecnológica no es la herramienta, sino el miedo a no entenderla o perder el control. Como seres humanos, tendemos a descartar lo que no conocemos o lo que nos hace sentir vulnerables. Por eso, más allá de explicar beneficios, es fundamental conectar con esos temores y acompañar el proceso. Cuando el cliente se siente comprendido y ve ejemplos aplicables a su realidad, la tecnología deja de ser un misterio… y empieza a ser una aliada.

Keep it simple. Executives don’t want to hear about APIs or integrations. They want to hear how this tech will fix a real problem or unlock real growth. Ditch the jargon and use everyday language. Instead of saying CRM, say “a system that shows us everything about a customer in one place.” Instead of saying automation, say “it saves time and cuts human error.” Speak in outcomes, not features. Make it crystal clear how this tech helps close more sales, keep more customers, or speed things up. That’s how you move from confusion to clarity and turn a maybe into a yes.

The C-suite isn't interested in the nitty-gritty of how or why the thing works. They want to know what problem it will solve & why the problem is worth solving. Start by explaining the problem and why the current technology falls short. Then explain how the new technology will solve the problem. Bonus point for quantifying how much the problem is currently costing the business, how much you'll save by implementing the new solution and what the resulting ROI on investment is.

Programa de integración y formación de empleos vocacionales Inscripciones abiertas ahora Perfil de la personalidad solamente CL $25000 (US $30) #orientacioneducacionaldocentespa #orientadoreducacionaldocentespa Juntos en la inclusión educativa social Reflexiones sobre la luz en las tinieblas Aprender a ayudar en la vocación de servicio Julioandaurmoya@gmail.com NIVELES DE ACCESO : 1 PERFIL DE LA PERSONALIDAD 2 CAPACITACIÓN 3 EMPLEO EN EL ÁREA TE ESPERAMOS PACIENTEMENTE EN SAN ANTONIO PUERTO CHILE PLANIFICAR Y HACER CONFIANZA CURSOS PARA EL EMPLEO INCLUSIÓN DE LA EXCLUSIÓN

In a shifting market, agility wins. Highlight how tools like real-time dashboards or automated testing let teams adapt quickly, not weeks later. Speed is a competitive edge. Unilever used dynamic creative tools to pivot 50+ product campaigns within days during COVID.

Programa de integración y formación de empleos vocacionales Inscripciones abiertas ahora Perfil de la personalidad solamente CL $25000 (US $30) #orientacioneducacionaldocentespa #orientadoreducacionaldocentespa Juntos en la inclusión educativa social Reflexiones sobre la luz en las tinieblas Aprender a ayudar en la vocación de servicio Julioandaurmoya@gmail.com NIVELES DE ACCESO : 1 PERFIL DE LA PERSONALIDAD 2 CAPACITACIÓN 3 EMPLEO EN EL ÁREA TE ESPERAMOS PACIENTEMENTE EN SAN ANTONIO PUERTO CHILE PLANIFICAR Y HACER CONFIANZA CURSOS PARA EL EMPLEO INCLUSIÓN DE LA EXCLUSIÓN ACCESO A LA ATENCIÓN PRESENCIAL Y ON LINE

Showcase flexibility by highlighting how tech adapts to evolving needs: Customizable workflows fit any campaign style. Modular tools allow scaling up or down easily. Real-time data enables quick pivots based on performance. Integrations streamline work across platforms. Use examples of past adjustments to prove agility. Flexibility means staying competitive—no matter the shift.

In addition to simplifying the language, it is essential to connect the technology to its practical impact on the executives' and teams’ daily work. Demonstrating how technology can reduce operational costs, speed up decision-making processes, and improve cross-functional collaboration helps make the concept more tangible. Another effective approach is sharing quick wins and early results achieved through the use of these tools, creating a positive cycle of engagement and trust in the technology investment. This way, technology ceases to be an unfamiliar “monster” and becomes a strategic ally for business growth.

Marketing technology empowers teams with agility, allowing them to adapt quickly to evolving market trends and consumer behavior. Real-time analytics enable marketers to track performance, adjust messaging, and optimize campaigns on the fly, ensuring relevance and maximized impact. Automated A/B testing and AI-driven insights help businesses refine strategies, reducing wasted ad spend and improving customer engagement. This flexibility is crucial in fast-paced industries, where staying ahead requires rapid response to shifting consumer preferences. By leveraging adaptive technology, companies can refine targeting, messaging, and budget allocation, ensuring sustained competitiveness in dynamic markets.

MarTech isn’t just a marketing upgrade, but a team alignment tool. Platforms like CRMs unify marketing, sales, and ops around one truth. That clarity reduces waste and speeds up execution. After integrating Marketo + Salesforce, Adobe’s lead handoff time dropped by 80%.

Integração hoje em dia está complicado, em face de existirem várias marcas, com várias ferramentas, porém você se adapta mais com a de marca x para uma determinada coisa, de marca y para outra coisa... e assim vai.

Programa de integración y formación de empleos vocacionales Inscripciones abiertas ahora Perfil de la personalidad solamente CL $25000 (US $30) #orientacioneducacionaldocentespa #orientadoreducacionaldocentespa Juntos en la inclusión educativa social Reflexiones sobre la luz en las tinieblas Aprender a ayudar en la vocación de servicio Julioandaurmoya@gmail.com NIVELES DE ACCESO : 1 PERFIL DE LA PERSONALIDAD 2 CAPACITACIÓN 3 EMPLEO EN EL ÁREA TE ESPERAMOS PACIENTEMENTE EN SAN ANTONIO PUERTO CHILE PLANIFICAR Y HACER CONFIANZA CURSOS PARA EL EMPLEO INCLUSIÓN DE LA EXCLUSIÓN ACCESO A LA ATENCIÓN PRESENCIAL Y ON LINE

Foster collaboration by showing how technology connects teams smoothly: Centralized platforms keep everyone updated instantly. Shared dashboards promote transparency and accountability. Automated workflows reduce handoff delays. Communication tools integrate messaging with tasks. When teams work together seamlessly, projects move faster and decisions improve—making everyone’s job easier.

Furthermore, it is important to highlight that technology also accelerates strategic decision-making by providing real-time insights that enable quick adjustments to campaigns and marketing actions. This agility is crucial for maintaining competitiveness in dynamic and constantly evolving markets. Therefore, demonstrating to executives that technology delivers not only collaboration but also speed and accuracy in responding to the market further reinforces the value of the investment.

Use simple visuals to anchor your message. Before/after diagrams or ROI dashboards help execs visualize impact in seconds. Don’t just say “efficiency”—show it. Zendesk’s CMO used a one-slide MarTech stack flow to get $1M approved in Q1.

Tech isn't just about using a bunch of tools, its about creating the right impact. We need to remember that people don't want to listen to features, its the OUTCOMES they care about. Tech is doing no good if its not creating a real impact in business. Tech capabilities must be mindfully deployed to drive revenue growth, efficiency of resources and narrow down focus. Execs want scalability, they want solutions that are immovable irrespective of any future discrepancies. Its essential to highlight how your product is future proof and adaptive to current as well as future market requirements. Together we have to change how we approach tech in marketing, baby steps!

Here’s what else to consider: Training & Support: Ensure teams feel confident using new tools. Change Management: Communicate clearly to ease transitions. Security: Highlight data protection to build trust. Cost vs Benefit: Show long-term savings outweigh initial investment. Feedback Loops: Regularly gather input to improve tech use. Thinking beyond features creates lasting success.

In my experience, one of the recurring challenges in marketing is working with vague or hard-to-measure objectives. This is where technology can become a true game changer. Not just for efficiency, but for clarity and impact. The key is recognizing that we can’t improve what we can’t measure. When evaluating new technologies for marketing operations, it’s not enough to chase innovation for its own sake. Once you've confirmed alignment with business objectives, build your business case around the new, meaningful KPIs the technology will help surface and track. Framing the conversation around measurable outcomes not only clarifies the value of the technology, it speaks the language of executives and earns buy-in where it matters most.