{"id":9724,"date":"2025-11-18T01:25:21","date_gmt":"2025-11-18T06:25:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/11\/18\/love-the-problem-not-the-platform-how-to-make-smarter-tech-investments\/"},"modified":"2025-11-18T14:35:08","modified_gmt":"2025-11-18T19:35:08","slug":"love-the-problem-not-the-platform-how-to-make-smarter-tech-investments","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/love-the-problem-not-the-platform-how-to-make-smarter-tech-investments\/9724\/","title":{"rendered":"Love the Problem, Not the Platform: How to Make Smarter Tech Investments"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Eddie Gonzalez, Chief Strategy Officer, Razorfish<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers are spending more on technology than ever before\u2014AI, automation, analytics, CRM, identity, and beyond. Each new platform arrives with the same promise: faster to scale, smarter automation, more flexibility, better performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But those promises rarely materialize. The tools themselves aren\u2019t broken; the way we use them is. Too many platforms are implemented without a clear business problem to solve, over-engineered with layers of complexity, and ultimately underutilized. According to <a href=\"https:\/\/www.gartner.com\/en\/marketing\/topics\/marketing-technology\">Gartner<\/a>, marketers on average use just 33% of their martech stack\u2019s capabilities.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The result? A costly cycle of adoption and abandonment\u2014each new system implemented under the illusion that this one will finally unlock transformation. Instead, teams retrain, re-integrate, and re-adapt, while budgets balloon and impact plateaus.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s time to break the pattern. The smartest marketers today are shifting focus from chasing platforms to solving problems. When you start with the business challenge\u2014not the technology\u2014you make better investments, unlock faster value, and build solutions that actually scale.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Evaluate tech through a business lens.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The technology landscape moves fast, and it\u2019s easy to believe the next tool will be the one that changes everything. But before you invest, ask a simpler question: What outcome are we trying to drive?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That question\u2014and the potential solution\u2014shouldn\u2019t live inside one department. Real opportunities often emerge when teams look across silos to identify overlapping challenges or underused capabilities already in the stack. Many organizations don\u2019t have a tech deficit; they have a utilization problem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of defaulting to \u201cnew is better,\u201d anchor your evaluation in business impact. When you start with the problem, not the product, you connect your martech investments to the metrics that actually matter: growth, efficiency, and customer impact.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And here\u2019s the nuance: it\u2019s not just about getting more from your own platforms. Today\u2019s ecosystem is filled with best-of-breed, AI-powered \u201cmicro-apps\u201d and plug-ins that can enhance existing systems instead of replacing them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To stay focused:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Choose complementary solutions that extend or amplify your core capabilities, rather than fragment them.<\/li>\r\n \t<li>Ensure integrations are clean and measurable&mdash;via APIs, shared data flows, and unified workflows.<\/li>\r\n \t<li>Prioritize tools that address specific, high-value business gaps, not hype cycles.<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">By layering adjacent solutions thoughtfully, marketers can maintain a lean core stack while still experimenting and scaling quickly. The goal isn\u2019t to buy \u201cthe next big system,\u201d but to architect around business-driven outcomes\u2014across both your primary platforms and the ecosystem that powers them.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Unlock true value realization.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Adoption does not always equal value. The real return on martech investment comes from how well it\u2019s activated, integrated, and aligned to evolving business goals. \u201cValue realization\u201d isn\u2019t a one-time event; it\u2019s a discipline. It requires a roadmap that extends beyond onboarding to one that includes user enablement, cross-platform integration, continuous measurement, and optimization.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the biggest traps is buying a large platform, planning a 12-month \u201cbig-bang\u201d rollout, and waiting for the end state before measuring ROI. Instead, apply rapid application development (RAD) principles: deliver small, high-impact use cases in 30-, 60-, or 90-day cycles. Each win builds confidence, creates momentum, and de-risks the overall investment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not enough to \u201cturn on\u201d a platform. The question is whether it moves the metrics that matter: incremental revenue, lower customer acquisition cost (CAC), higher customer lifetime value (CLV), faster time-to-market, or improved operational efficiency. When you align activation and optimization to these outcomes, technology becomes a growth engine, not a cost center.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Technology is transforming marketing in extraordinary ways. But before you invest in the next tool, invest the time to define the problem. Tech stacks are enablers\u2014not strategies. The marketers who love the problem, not the platform, are the ones creating sustainable, scalable value.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you start with the business challenge\u2014not the technology\u2014you make better investments, unlock faster value, and build solutions that actually scale.<\/p>\n","protected":false},"author":7,"featured_media":9725,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-9724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Love the Problem, Not the Platform: How to Make Smarter Tech Investments | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/love-the-problem-not-the-platform-how-to-make-smarter-tech-investments\/9724\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Love the Problem, Not the Platform: How to Make Smarter Tech Investments\" \/>\n<meta property=\"og:description\" content=\"When you start with the business challenge\u2014not the technology\u2014you make better investments, unlock faster value, and build solutions that actually scale.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/love-the-problem-not-the-platform-how-to-make-smarter-tech-investments\/9724\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta 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