In Iterable’s webinar, From Frustration to Function: Real Talk on Modernizing Your MarTech Stack, a crew of marketing pros get real about the highs, lows, and WTF moments of modernizing a martech stack.
At Iterable, we think about marketing roles through three personas:
- Dreamers have an innovative, clear eye on the future. They think big and love a good brainstorming session about how to bring a customer experience to life.
- Makers create lasting relationships through storytelling. They’re communication experts who collect insights and information to foster lasting relationships with their audiences.
- Builders assemble the foundation needed to solve current and future problems. They dive in and get their hands dirty to ensure everyone is supported in their operations.
No matter your role, modernizing your martech can transform the way you work. Here are the most valuable insights on upgrading your tech stack, eliminating marketing pet peeves, and making your tools work for you—not against you.
Marketing Pet Peeves
Ever feel like your tech stack is more of a tech jungle? You’re not alone. Katie Gray, Senior Integrated Marketing Manager at Iterable and a Maker, knows how overloaded martech stacks kill productivity.
“I’ve been in companies before where there’s been a completely inflated tech stack—having multiple tools to essentially do similar things or a load of random legacy tools that aren’t serving much of a purpose anymore. I think for me, I hate having to jump between tool to tool. I like to have everything in one consolidated place so that I don’t have the friction of moving between tools and the data silos.”
Legacy platforms can make it worse. Gray adds, “I don’t want to be logging into a platform and making it look like I’m dialing into like Windows 3000…that’s not just a UI thing—[it’s] the inflexibility of some platforms.”
If your martech feels like a neverending puzzle, it’s time to consolidate. Less friction means faster execution.
“I hate having to jump between tool to tool. I like to have everything in one consolidated place.” ~ Katie Gray
Migrating From Legacy Systems to Modern Tools
Upgrading martech swaps out tools so your team can move faster and be smarter. Legacy platforms are clunky and actively slow teams down.
“If you’re not using modern tech and a good tech stack, then you quickly fall behind,” Gray says. But she also acknowledges why some teams resist change.
“When you say migration to some marketers, they will probably shudder because they might have been burned. Or the process can feel daunting. Or they’ve simply been using a clunky legacy tool that they’ve been using for years, and they don’t even know where to begin.”
Iterable Senior Marketing Operations Manager and Builder Jeanette Woodburn knows how to switch from legacy martech to a modern stack.
Her first initiative at Iterable was migrating a project from a legacy system to a fresh tech stack. She mapped out the project’s data schema and figured out what structure the project needed moving forward.
“We spent some time looking for the right partner to help us get our data feeding into Iterable,” she says, “And now I’m happy to say that I have my Goldilocks core tech stack.”
A modern stack isn’t about having more tools but the right tools that work together.
“If you’re not using modern tech and a good tech stack, then you quickly fall behind.” ~ Katie Gray
Empowering Teams to Use Technology Effectively
What good is a cutting-edge martech stack if no one knows how to use it? Teams need the freedom (and confidence) to experiment, break things, and learn fast.
Adriana Gil Miner, Iterable’s Chief Marketing Officer and a Dreamer, clarifies: “I love to challenge the team to do something new and give them the space to fail. Not everything has to be perfect. The most important thing is, are we experimenting?”
Don’t let fear of failure slow you down. With modern martech, teams can test, optimize, and scale much faster than with legacy systems.
“Not everything has to be perfect. The important thing is getting things into market, testing, and iterating.” ~ Adriana Gil Miner
Getting Buy-In From Executives
Let’s be honest: executives don’t care about martech features—they care about results. If you’re pushing for new tools, make it about business impact.
Miner doesn’t mince words: “Number one, make sure that you are tying it to the metrics that matter—which are usually going to be revenue.”
And don’t blindside leadership with last-minute requests. “If you share early…and tie it to a bigger goal that everybody can get behind, you are more likely to get that support.”
Want that martech budget approved? Show how it boosts revenue, improves retention, or saves time. Anything else is noise.
“Make sure that you are tying it to the metrics that matter, which are usually going to be revenue.” ~ Adriana Gil Miner
Embracing the Future of MarTech
Marketing isn’t getting simpler, but your tech stack should be. Whether you’re a Dreamer, a Builder, or a Maker, the right martech setup lets you move faster, connect better, and drive real impact.
Want to dive deeper into modern martech options and benefits? Check out the full webinar, From Frustration to Function: Real Talk on Modernizing Your MarTech Stack.
If you’re ready to modernize your martech and say goodbye to your marketing pet peeves, contact us to learn how Iterable can help.