If you think a specific martech solution isn’t giving you what you need, look into it. Is the problem with the solution itself — or with the way your team is using it?
With bad UX, it’s easy to get caught in bottlenecks. When the right path isn’t easy to follow, teams often use workarounds and stopgap measures.
That makes it pretty challenging to understand if the problem lies with the marketing technology itself or with the way it’s being used by your team.
When you clean up your UX, it’s easier for your team to use your martech correctly. When processes are followed, the right data is collected, and assets are properly approved and stored, for example, you can know the tool is working as it should. Then, if it’s not delivering what you need, you can move confidently in the right direction.
Without this clarity, you might jump ship only to find that the problem wasn’t with the vessel itself, but with the way you were using the oars.
Good UX needs to be a priority to make your martech — and your team — work its best.