Game plan for convincing technical leadership to invest more in customer data integrations
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
1 speaker
6 chapters
transcribed 1 month ago
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How can C‑suite marketers build a convincing case for customer data integration?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney. Okay, final lightning round question. Let's get into a game plan. So let's say you're a CMO or in the C suite.
What’s the best way to quantify the cost of inaction and business impact of data integration?
What's your game plan to develop a convincing argument to your technical leadership to integrate customer data?
Yeah. Um probably a very tough conversation to have. Um I think there there's there's a couple of ways to approach so we we touched on it too. You you need to quantify the business uh opportunity or the business impact. Uh so just being able to quantify it a on a large scale, not describing it as we're just relevant to me, the marketer, but actually how it's impacting the entire business. Uh you would quantify the cost of inaction. And so you would basically paint the picture. What does this look like in twelve months? And if we keep if we keep doing this for the next twelve to twenty four months, what what are we gonna look like as a business at that point? And then it's for a lot of the marketers trying to bridge the gap between their tech teams, it's it's an efficiency play for the tech team.
Uh going back to we we we talked about earlier, marketers are still really reliant on their on the tech team, the BI and the analysts to to pull a query for them.
How does investing in data infrastructure turn ad‑hoc tech requests into efficiency gains?
All this ad all these ad hoc requests. If you if you improve in invest in the infrastructure and the tools you're using. You start to eliminate a lot of the ad hoc requests and you're f actually freeing up efficiency for your for your tech team. Um and then the last thing is just The the the tech teams today are are all very excited and passionate about the AI opportunity. So it's it's If you could speak to their language and say, I I'm on board with you with your AI readiness strategy and I I know you're deploying all these different tactics you want to do in AI, like this is just an extension of that. Uh, I think it's an easier way to get them excited and start to bridge that gap when you when you take that approach.
Question for you, like uh on this, like, how much of this with tech leadership is the balancing of uh fear or loss or missed opportunity versus growth, acceleration, and expanded marketing opportunities? Like, you know, even in your narrative there, there's components of it that are like, hey, we're gonna miss out if we don't do this versus like. There's this huge growth opportunity here. How how are you thinking about balancing those conversations with technical leadership?
Why should marketers align data integration with technical teams’ AI readiness initiatives?
Well, I think the technical leadership team has a preference for the tooling that they're already working in. Uh and so that that becomes the the question is, well, how long is it gonna take us to to migrate? How long is it gonna take for us to integrate? Do they even integrate with us? Is it gonna slow down everything else I'm trying to do? Are you actually like creating more work for me? Are you in the long run making it easier. Right. Um, so I think it it comes down to more about that. Senior technical leadership, obviously, they're going to be tied to similar KPIs in a lot of ways. So they have that incentive.
How can you balance tech leadership’s fear of missed opportunities with growth potential?
But for the most part, it's it's how can you not? come in and give them more work and uh make their life harder, especially when they've already kind of they're already going down the path with the tooling that they want to go with.
Yeah. Great point. And that wraps up this episode of the Voices Search podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes, or you can find his information on voicesofsearch.com.
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Chapters
6 chapters
1
How can C‑suite marketers build a convincing case for customer data integration?
0:00–0:50
2
What’s the best way to quantify the cost of inaction and business impact of data integration?
0:50–1:55
3
How does investing in data infrastructure turn ad‑hoc tech requests into efficiency gains?
1:55–3:06
4
Why should marketers align data integration with technical teams’ AI readiness initiatives?
3:06–3:42
5
How can you balance tech leadership’s fear of missed opportunities with growth potential?
3:42–4:14
6
What final steps should marketers take to secure technical leadership buy‑in?
4:14–4:30