By nearly every measure, marketing technology stacks are getting more cluttered. Stack leaders and ops managers need to manage a wider set of tools, across a growing number of channels, while getting bombarded with pitches for new capabilities from vendors and colleagues alike.
Meanwhile, stack leaders face pressure from business executives and sometimes IT leadership to rationalize their environments and justify incremental spend.
Could the Marie Kondo “KonMari” method — so famous for helping homeowners declutter their domiciles — show us how to tidy up our martech stacks? I think so.
The KonMari Approach to Martech
At its simplest, Marie Kondo’s “KonMari” approach to tidying up entails:
- Organizing your possessions by category, not location.
- Discarding anything that does not “spark joy.”
- Finding a designated place for each remaining item and keeping it there.
Let’s consider this in the context of your martech stack.
Organizing Martech by Category, Not Room
Stack owners often refer to capabilities by vendor or product name. “Will it integrate with Salesforce?” is a common type of question I hear when advising a stack leader on certain new technology. Vendors prefer you think this way because it helps lock you in, but you are better served by evaluating the set of capabilities afforded by any platform.
Put another way: you need a drawer to put your workout clothes, not separate drawers for Under Armour vs. Nike…