{"id":61801,"date":"2022-05-03T09:16:03","date_gmt":"2022-05-03T13:16:03","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61801"},"modified":"2025-03-12T14:54:39","modified_gmt":"2025-03-12T21:54:39","slug":"platform-time-to-value","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/platform-time-to-value\/","title":{"rendered":"When Will My Platform Choice Pay Off? Seven Considerations When Assessing Time To Value"},"content":{"rendered":"\t\t
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September 27, 2023 | <\/span> < 1<\/span> min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t

\n\t\t\t\tWhen Will My Platform Choice Pay Off? Seven Considerations When Assessing Time To Value\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Marketing departments have always had trouble proving ROI to the business. It\u2019s hard to do under optimal circumstances\u2014even harder when you\u2019re struggling to run daily operations. Many marketers don\u2019t have the time to present solid analytics with an informed look at what they\u2019re spending in comparison to performance, specifically for cross channel\/cross provider use cases.<\/span><\/p>

Most calculations are a manual process of digging data out of each tech solution\u2014most of which do not make it easy to export and integrate.<\/span><\/p>

There are many understandable fears in assessing new marketing technology. CMOs ask themselves over and over, \u201cWill this new technology take forever to implement and cost us business dollars we can never get back? Do we need to spend more over time to make it work the way we want it to work? Will it be easy to learn and use?\u201d<\/span><\/p>

Sometimes this leads to quick purchase decisions which complicate the already unstructured tech stack. But one thing is painfully clear: successful brands leverage tech to personalize a perfect customer experience and to be more agile in real time. Brands who don\u2019t lose.<\/span><\/p>

Time to value drives business decisions. It is also often the difference between your brand\u2019s success and that of your competitors.<\/span><\/p>

Time to value is a metric like ROI, the difference being where ROI measures the financial success of an investment, time to value measures the speed and effectiveness of an investment. Marketing software does more than bring in revenue. If you\u2019re faster at using technology successfully than your competitors, you stand to gain an ongoing competitive edge, whether that\u2019s driving up retention rates or doubling customer acquisition. The shorter the time to value, the faster you\u2019ll see revenue growth.<\/span><\/p>

Seven time-to-value considerations when selecting marketing technology\u00a0<\/h2>

When your goal is to focus on new technology with the shortest time to value in mind, here are the six most impactful areas to seek out.<\/span>\u00a0<\/span><\/p>

  1. Find technology with\u202f<\/span>relevant features<\/span><\/b>\u202ftailored to your defined use cases rather than choosing the solution that has the broadest feature set. Time to value is always going to be quicker when you\u2019re dealing with a technology that fits your specific need versus trying to be a solution for all possible marketing verticals.<\/span><\/span><\/li>
  2. Seek out solutions that are focused on\u202f<\/span>hitting your\u202fKPIs<\/span><\/b>\u202frather than boasting every possible tactic. With everything set up with the right focus and preset urgency, campaigns will deliver quicker and be better aligned to acquisition and retention objectives.<\/span><\/span><\/li>
  3. Validate\u202f<\/span>AI-driven<\/span><\/b>\u202ffunctionality that will take care of segmentation, personalization, send-time optimization, pre-built analytics, and a host of other tasks that your team currently executes manually and your marketers should not be spending time on. All of this shortens time to value.<\/span><\/span><\/li>
  4. Hunt for a platform with pre-built or templated experiences\u2014a solution powered by built-in use cases and vertical-specific knowledge so that you\u2019re not loading data for the next three months before you can launch a campaign. Some platforms allow you to\u202fconnect with existing insights on your consumers like the Zeta Data Cloud. These data sets can immediately drive decisions around who to target, what to offer, when to send and on which channel.<\/span><\/span><\/li>
  5. Select a provider that has one single platform with the tools and channels you need built in. This makes your stack\u202f<\/span>easier to manage<\/span><\/b>\u202fand is usually\u202f<\/span>less costly due to vendor consolidation.<\/span><\/b><\/b><\/li>
  6. Avoid technology with potentially\u202f<\/span>lengthy onboarding and training experiences<\/span><\/b>. You may never know what your time to value is if you have to spend the next three, six, or even 12 months learning how to use the technology.<\/span><\/span><\/li>
  7. Adoption of purchased technologies is also a common underestimated factor. Many technology buyers continue to use only certain features they are familiar with post implementation and training if the new technology is not intuitive to use and comes with vertical specific focus. The faster you adopt all possible features of your new technology the faster you will achieve incremental new results.\u00a0<\/span>\u00a0<\/span><\/li><\/ol>

    By keeping these factors in mind, you can find the solutions you need and activate campaigns in days rather than than months to build and launch data-driven campaigns.<\/span>\u00a0<\/span><\/p>

    Final thoughts\u00a0<\/h2>

    Marketing is the department that the rest of the business views as a cost center instead of a profit center. When revenue is down and times are tight, marketers are among the first to be let go.\u202fHowever, automation and an exploding global e-commerce market are providing a lot of opportunity for growth. Automated software is there to support our objectives and let our teams get back to creating great strategies and content and not spend time with manual execution. Marketing\u2019s contribution to revenue growth is clearly trackable, now it\u2019s the time to prove how fast this value sets in. The shorter your time to value, the better your customer experience will be, which means happier customers and provable marketing results.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Marketing technology is an investment in your business’s success. Use these 7 considerations when assessing time to value for your platform of choice.<\/p>\n","protected":false},"author":1,"featured_media":60285,"menu_order":0,"template":"","tags":[],"insight-category":[26],"class_list":["post-61801","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight-category-articles","topic-cmo-strategy"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"\n7 Considerations When Assessing Time to Value<\/title>\n<meta name=\"description\" content=\"Marketing technology is an investment in your business's success. 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