The Changing Tech Landscape & Big Data: A Quick Survival Guide


For most of us, life has long been ruled by technology. Its advancement over the past twenty years has been both creeping and radical; the changes have taken place as we watched, allowing us to evolve simultaneously, adapting as we would to water slowly increasing in temperature. This is why it’s so common to see companies whose tech stacks have gotten away from them, or those who have so much data, they don’t know what’s important and what’s just noise. 

The constant advancement of the technological landscape has always been assumed to be, unquestionably, a benefit for businesses looking to do more, better and faster. In countless ways, it has been; however, there are also ways in which it has been detrimental to productivity and efficiency—too much of a good thing, as they say. Here, we’ll talk about the downside of living in a digital world growing ever more digital, and how to keep your company on the right side of it all. 
 
Your Tech Stack   
 
When we talk to new people about what we do at Go Nimbly, one of the things they usually latch onto first is our ability to manage their tech stack. Not only manage it in its current state, but integrate the existing tools so that they work most efficiently, and recommend new ones to fill any gaps. For SaaS companies in particular, the temptation to implement fancy new applications to perform every function in your day-to-day work flow is strong—and understandable. As far back as we can remember, we’ve been fantasizing about having robots to make home life easier, so why should work be any different? 
 
The problem arises when, instead of looking for solutions to problems, we’re seeking out problems to justify solutions. If you’ve ever seen an infomercial wherein the actors dramatized a laughable, though supposedly common problem, then you get the idea. Modern technology is well-dressed enough to make us want to need it. Giving in to this results in tools that don’t work well together, and teams that become frustrated due to a lack of enablement. That said, if you are going to implement a new tool, providing thorough on-boarding and training is critical to its success. 
 
Data, Data, Data
 
As you collect data on your prospects and customers, there will be many moments in which you know exactly how you will use certain information to drive revenue for your business. Firmographic and technographic data will be leveraged as Sales targets accounts; intent data will provide Marketing with insights that will help them create the right content; user data will tell Customer Success what steps they need to take in order to retain your customers and prime them for expansion. However, there is plenty of noise in between, which at times can make it difficult to discern which information is truly valuable and actionable, and which is just, well, noise. 
 
At this year’s SaaStr Annual, several people we spoke to at our booth expressed frustration with their company’s data management strategy—or lack thereof. Many of them gathered every available piece of data with the intention of leveraging it, however somewhere along the line it had become overwhelming, and the real insights got hidden amongst the chaos. 
 
Being hyper-aware of the types of data needed to drive revenue is key to sidestepping this problem. (Recently, Matt Hogan of Intricately wrote a guest post on this for our blog.) Just as important is ensuring you have put processes in place that enable your team to use the data they have in order to improve your product or service. 
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