{"id":22277,"date":"2022-12-09T15:28:50","date_gmt":"2022-12-09T15:28:50","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/09\/prioritizing-business-continuity-in-martech-is-a-must-heres-why\/"},"modified":"2022-12-09T15:28:50","modified_gmt":"2022-12-09T15:28:50","slug":"prioritizing-business-continuity-in-martech-is-a-must-heres-why","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/09\/prioritizing-business-continuity-in-martech-is-a-must-heres-why\/","title":{"rendered":"Prioritizing business continuity in martech is a must \u2014 here\u2019s why"},"content":{"rendered":"

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In the second half of 2019, I made a presentation to Western Governors University\u2019s marketing department. There I discussed a project that involved working with an IT colleague. We were documenting business continuity and disaster recovery (BCDR) plans for the department.\u00a0<\/p>\n

Business continuity planning means working out how an organization will function after a major blocker to normal operation suddenly occurs. On the other hand, disaster recovery focuses on preparing for catastrophes like major earthquakes or hurricanes.<\/p>\n

While explaining business continuity, I asked questions like, \u201cWhat if one of our major vendors went out of business overnight?\u201d and \u201cWhat if a staff member critical to a platform or project was hit by a bus?\u201d\u00a0<\/p>\n

Little did I know at the time that I could\u2019ve asked this question: \u201cWhat if there\u2019s a major global pandemic that forces all of us \u2014 let alone the rest of society \u2014 to work remotely for an extended period of time? How will we function?\u201d<\/p>\n

Or, for a more recent example, \u201cWhat if one of our major channels (*cough* Twitter *cough*) crumbles before our eyes?\u201d<\/p>\n

The COVID-19 pandemic<\/h2>\n

I doubt business continuity is a hard sell in the wake of the COVID-19 pandemic. It truly disrupted global society in a way that dramatically affected everyone.\u00a0<\/p>\n

Although we now have viable treatments and preventive measures like vaccines, we\u2019re still feeling the effects in our personal and professional lives. While those of us in the marketing technology space were better suited to work remotely full-time than many other professions, we certainly had challenges.\u00a0<\/p>\n

I\u2019m sure that there were instances of people who were critical to running a campaign or configuring a system but were taken out of commission for several weeks by suffering from COVID-19.\u00a0<\/p>\n

Further, although our profession is tech-focused and typically pays relatively well, some people may not have had access to quality broadband internet where they live.\u00a0And who can\u2019t forget how employees suddenly had to work side-by-side with their roommates, romantic partners, school-aged children and\/or pets?\u00a0<\/p>\n

Those all certainly presented challenges. Somehow we largely and collectively made it work. There are pros and cons to working remotely, just as there are to working in an office. I certainly don\u2019t miss my commute, but I miss the impromptu banter.\u00a0<\/p>\n

While we had collaboration tools like Teams, Zoom and Slack to help us work together from separate spaces, they weren\u2019t perfect for long-term full-time use. Solutions like Roam, Frameable and Party.Space<\/a> are rolling out to make these working arrangements function better.<\/p>\n

Despite surviving this turmoil, most of us know there\u2019s room for improvement.<\/p>\n

Dig deeper: What marketers need to know to prepare for 2023<\/a><\/em><\/strong><\/p>\n

On Twitter\u2019s future<\/h2>\n

I\u2019m not going to predict what will ultimately happen with Twitter<\/a>. It may die, but it may also move beyond its current period of upheaval to flourish. However, that doesn\u2019t mean that there aren\u2019t some real business continuity issues right now.<\/p>\n

There is certainly wisdom in not putting all of one\u2019s eggs in a single basket. The same goes for marketing channels. Organizations that rely too heavily on one or a few channels certainly face risk. We\u2019ve seen this before.\u00a0<\/p>\n