{"id":17593,"date":"2022-03-01T02:00:38","date_gmt":"2022-03-01T02:00:38","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/01\/prioritize-martech-decisions-with-ease-the-purpose-alignment-model\/"},"modified":"2022-03-01T02:00:38","modified_gmt":"2022-03-01T02:00:38","slug":"prioritize-martech-decisions-with-ease-the-purpose-alignment-model","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/01\/prioritize-martech-decisions-with-ease-the-purpose-alignment-model\/","title":{"rendered":"Prioritize Martech Decisions With Ease: The Purpose Alignment Model"},"content":{"rendered":"

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\"1reer\"Several years back, Gartner made the polarizing prediction that CMOs would one day outspend CIOs on technology. The declaration seemed outrageous at the time, but it proved true as early as 2015.\u00a0<\/p>\n<\/p><\/div>\n

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Over the last 10 years, technology has accounted for the largest proportion of marketing budgets<\/a> (26.2%) and demands have never been higher for marketing to prove ROI. To achieve this, tech must be part of any marketer\u2019s ROI strategy. But as you consider martech investments, how do you tell the money wasters from the money makers?<\/p>\n

Separating The Solid From The Shiny: The Martech Selection Process<\/h4>\n

As of the latest count in 2021, there are more than 8,000 martech solutions on the market \u2014 a 5,000% increase in options from 2011 \u2014 and there are more tech-enabled possibilities for marketers than ever before. But it\u2019s easy to feel overwhelmed and develop \u201cshiny object syndrome.\u201d This is the tendency to chase the newest trends, opportunities and ideas without first evaluating their benefit.\u00a0<\/p>\n

To break through the distractions of a crowded solutions landscape and stay focused on goals, marketers must take a structured approach to cut out the noise. In my more than 20 years as a marketer, I\u2019ve found that one of the best ways to do this is through a tool called the \u201cPurpose Alignment Model.\u201d<\/p>\n

Created by Niel Nickolaisen, this model has been used in IT for years. It plots the purpose or importance of each business activity to make it clear what you need to prioritize and who should be responsible for those priorities.<\/p>\n

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Putting The Model To Use<\/h4>\n

Use the Purpose Alignment Model to categorize the importance of each marketing activity you perform according to two factors:\u00a0<\/p>\n