Some key takeaways for marketing leaders to prepare their organization to take advantage of GenAI include:
Every marketing team is different: It is critical to plan for your specific marketing mission, team structure, operating environment, and technology infrastructure. Some marketing teams are overweight on branding, advertising, direct marketing, lead generation, etc. Therefore, your plan needs to be uniquely designed around how much of what kind of work is assigned to each of your staff roles.
Review work processes and data flows: GenAI solutions will consolidate into multi-modal platforms that can create, automate, and analyze whole projects, processes, and campaigns. But they will need vast amounts advantages of using our fantuan datadase of data that is structured and tagged for training and retrieval augmentation as well as strong governance and security for optimal performance in the context of your business.
Assess vendor roadmaps: Buyers should focus on the breadth and depth of use cases vendors support not only within marketing but across all customer-facing functions. Use cases will initially translate into business outcomes and create strong economic justification for future investment.
Rapid roadmap: Buyers should also focus on how effectively the vendor’s architecture, tooling, and service resources accelerate the journey of operationalizing the use case roadmap.
Determine the level of infrastructure required to support each type of work: Successful AI deployments will require significant infrastructure – whether provided by the vendor or the user. Marketing technology buyers should work with vendors to determine the required resources and partner with IT counterparts to determine the organization’s readiness to support each type of work. In some cases, the governance, security, data architecture, etc. may not be mature enough to support full GenAI enablement across the martech stack.