Plenty of martech gets bought by people who will never log into it. Q Naim has watched teams sit on half a year of paid license before launching a single use case.
As founder of Team Circle, Q advises marketing leaders on the stacks and measurement models behind their spend.
He breaks down the two kinds of shelfware. One is the tool stuck between contract and first use case. The other is the roadmap feature that never gets built because a vendor-forced upgrade has the team rebuilding what it already had. He explains how measurement turns into a way to justify tools already bought, and why value growth you can measure earns more confidence from finance than cost cuts. He also makes the case that companies behind on digital transformation may now be able to leapfrog competitors who invested early.
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3 Takeaways:
Chapters:
(00:00) Introduction
(1:00) From Attribution to Marketing Mix Models
(2:41) The Shelfware Problem
(4:38) AI and Tool Sprawl
(5:22) Escaping Justification Metrics
(5:49) The Less-Is-More Framework
(6:51) How to Avoid Measurement Paralysis
(9:19) Lightning Round
(10:47) Martech Hot Take
About the Guest:
Q has a background in both advertising and science. He worked with brands in Seattle, joined FCB in New Zealand, and later founded Team Circle, an AI and customer technology consultancy focused on making technology easy. He chairs IAB New Zealand's Data, Privacy & Measurement Council.
Connect:
Q Naim: https://www.linkedin.com/in/qawesome/
Sara Faatz: www.linkedin.com/in/sara-faatz-b67213
Progress: www.progress.com
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