When selecting what marketing technology to use, you need to consider both the pains and gains of the future – being mindful that cheaper options now can lead to costly migration projects later.
The future gain of making a robust decision that is scalable is that it will grow with you tomorrow. Or, at least, it will be easier to replace.
I suggest using a “jobs-to-be-done” approach when selecting software. Jobs to be done theory is a practice used in innovation.
Technologists use jobs to be done theory to stop them from falling in love with their ideas and building things no one uses. Instead of starting with a solution, they consider what is the underlying task that needs to get done. It allows them to then come up with different ways to do the job. And come up with creative solutions that may be simpler and more cost-effective.
If this works for creators, why can’t it work for you when you are making the tech purchases too?
Ask yourself what needs to be done today and in the future.
One example of a “job” is communicating with prospects and customers on your lists.
A lot of people start with free services, without considering what would happen when their list grows to a size beyond the free limits. Or what else they might also want to do when they have a bigger list.
Consider the limits for the service you are evaluating and when you might reach them. Does it integrate seamlessly with other tools you use? Most importantly – consider how easy or hard it will be to move off of it when needed.
By taking into account all these factors ahead of time and plan for a smooth rollout that makes sense for your business. You can select marketing software that will grow with you as your company scales. Having greater control over efforts today means more flexibility tomorrow!
Considering these things when making a Tech purchase selection today will help you future proof the decision. Even if it is a purchase you will outgrow, migrating to something new later will be easier to manage.
Making smart selections sets your business up for success tomorrow as well as today!