Why does switching martech platforms have such a huge fear factor?

Oct 31, 2023
Michael Murdza

It’s past time we talk about something that’s so scary, most marketers curl up in fear when they hear it. I’m talking about seven words – the scariest of words strung together for any modern marketer. 😱

I know what you did last summer!

No, not those! The words never to be spoken by an enterprise leader… 

“Let’s move to a new marketing platform.”

Yikes. The thought of unwinding years of implementation effort – file uploads, data extracts, custom queries, proprietary scripting logic, IP reputations, SMS code migrations, switching out SDKs, perfectly QA’d templates, and all the tightly choreographed automations running on a daily, hourly, or even minute basis – it all adds up to be pretty haunting for a marketer. 

But the even more frightening reality is that your current marketing cloud is bloated and heavy. It’s likely full of outdated customer information, and you’re stuck dealing with slow internal operations every time you need to submit a ticket requesting new data… Only for the sync to take hours. By the time it downloads, your customers’ latest purchase info may not be correct anymore!

Even if your stack is a revenue-generating machine, the tactics, channels, and campaigns that work today aren’t necessarily going to work tomorrow. Like looking into a sorcerer’s ball, you see the future of martech coming and know you need to be nimble. Enterprise marketers genuinely want to test, experiment, and uplevel strategies… ideally with fewer workaround tricks and more high-performing treats. But the limitations of the tools you’re using can often feel like a darkening cloud holding you back.

The underlying magic potion that fuels modern martech is, of course, good data. However, the idea of anything disrupting your carefully crafted and often fragile workflows – not to mention risking the associated ROI you count on – is just downright scary.

This does sound like a nightmare.

Even after your org has decided that you need to switch customer engagement platforms, if you follow the status quo of how that process typically goes, you’ll likely keep your old platform and onboard to the new platform with a heavily cushioned overlap period. So you’ll be paying for them both – and likely spending the next year or two recreating everything in the new one. 🥴 

The work involved in setting up data feeds, applying automation to keep them in sync, and creating queries to build audiences in your new vendor will quickly result in a constant state of resting witch face for the team. Meanwhile, the massive distraction of balancing two platforms and a ton of data migration haunts your team – leaving no time for innovation. 

Let’s creep it real… There’s a better way.

The crypt-keepers of data (aka your IT department) have probably been hard at work for years consolidating everything about your customers in one place. You’ve likely heard them use words like Snowflake, Big Query, Redshift, or Data Lake before. It’s the fabled single source of truth you’ve been asking for – and promised by every vendor you’ve ever worked with for the past 20 years. At one point, you may have been convinced that a CDP was the answer. But at the end of the day you, the marketer, only get access to a tiny copy of this truth… and it’s already stale by the time you need it.

This process hurts. You know it hurts. But you’ve accepted it’s just the way it is. Every engagement platform out there forces you to move your data to their cloud. Sure, they’ll call their solution magical and say they offer that 360-degree, data warehouse connected view. Behind the scenes, however, it’s all hocus pocus ending in the same haunted house of data synching trickery you’ve always dealt with – they just hide it from view. 

Something wicked wonderful this way comes.

MessageGears is fundamentally different. We don’t copy your data to our “multi-tenant cloud.” We sit on top of your existing data cloud – like a witch on a broomstick – and you’ll be up and flying with us quickly.. 

The lightweight MessageGears marketing console is installed behind your firewall and connects directly to your data warehouse or CDP. Using a composable CDP approach, your marketing team can be up and running in minutes – not months or years. 

Making a change can be scary, so we specifically make it easy to go at your own pace. You can go all-in with our native email, SMS, and best-of-breed mobile capabilities, or start smaller with our unique, limitless approach to segmentation and personalization. 

We often recommend a phased approach for new clients by focusing on your data first. With real-time access to all of your customer insights that have already been curated by your IT team, you can start pointing advanced segmentation and dynamic content decisions from our platform into your existing vendors. This will help build your reputation while you discover all of the data magic in the MessageGears’ spell book.

Regardless of what line item it’s coming out of in your budget, the old approach fiscally penalizes you. Every new data source along the way comes with never-ending, incremental data storage fees. And that’s really scary. 

If your data folks have already consolidated everything into one place as part of your overall enterprise data strategy, don’t waste your precious martech budget paying the marketing cloud data tax. 

It just works. Without any smoke and mirrors. 

Stop moving your data to your martech. There’s no need to be afraid. Choose MessageGears, and move your martech to your data! Chat with one of our customer engagement experts and learn how to uplevel cross-channel marketing for your brand – without the fear commonly associated with switching platforms.

About the Author

Michael Murdza

With more than 25 years of experience developing solutions that empower the world’s largest and most sophisticated brands, Michael strives to activate and retain customers in both B2C and B2B. In his previous position with Terminus as VP of Product Management, he drove product management for data, core platform, API, identity matching, intent, ad targeting/segmentation, and analytics.