8 GTM Tech Stack Pitfalls to Avoid

In a digital world, having the right virtual presence is crucial for business success. However, with so many options, it’s easy to get lost in the sauce when configuring your GTM tech stack to enable your team to engage with prospects online. Organizations can fall behind the competition without the right tech stack in place and properly implemented or waste valuable resources. In this article, we will discuss eight GTM tech stack mistakes to avoid when building out and configuring your team’s tool suite. 

1. Insufficient Integrations

Integrations are the cornerstone of any effective tech stack and are essential to streamlining processes, increasing collaboration and productivity, and reducing errors. However, many enterprises fail to implement sufficient integrations or connections between tools. No one wants a leaky bucket. When evaluating new tools, be sure to ask about how well your current tech integrates with the one’s you're considering. When your tools are properly integrated, the systems can communicate seamlessly with each other to guarantee you have a full picture, accurate metrics and are enabling your team’s success.

2. Ignoring Mobile

Mobile is an increasingly integral part of how people access content and interact with brands, and as such, GTM should account for how people will use their mobile devices in the enterprise. (Read: optimize your website for mobile). By ignoring mobile and failing to properly integrate mobile UX/UI, organizations miss out on the chance to connect with their customers, offer personalized experiences, show off their products, and boost their overall ROI. In today’s digital age, we have a computer in our pocket. Make sure your website and tooling make it easy to find and interact with customers whether they’re at their desktop or on the go.

3. Overlooking Security

Security is a pivotal aspect of any tech stack and should never be overlooked. Companies must ensure they have the proper safeguards in place to protect the data, identity, and security of their systems. Things like SOC 2 compliance and following GDPR guidelines builds trust with buyers and lets them know their data is safe with your team. Leverage tools like encryption, authentication, and access control. You may even have industry specific regulations to comply with. Security is one of those things people don’t “need” until it’s too late. Don’t let that be you. Invest in security now.

4. Underestimating Time and Resource Costs

When mapping out your tech stack build, many folks fail to properly account for the time and resources it will take to implement and maintain. They also don’t consider the tech debt that can occur if implementation is done poorly. These costs often extend beyond the price tag of the software itself and should be taken into consideration from the jump. Before implementing any new tech, make sure to properly assess the associated costs in terms of time, resources, training, and personnel required to make it successful. 

(Unless you’re using Swantide for Salesforce or Hubspot Implementation - then time and cost are a non-issue:))

5. Not Using Automation

Automation is the key to efficiency in any tech stack. When you find a repeated or tedious task that NEEDS to be done but doesn’t involve a lot of strategic thinking- that’s a place where automation belongs. It can reduce time-consuming manual processes and free up valuable resources. Automated processes should be properly plugged into your tech stack to help ensure that tasks can be done quickly and done correctly. 

6. Relying Too Heavily on One Platform

Enterprises often make the mistake of relying too heavily on one platform. While having a few key elements work together is essential for any successful tech stack, it’s important not to depend solely on one tool for everything. It’s a good idea to mix in a variety of tools and platforms to ensure that your tech stack is well-rounded and can meet the needs of all stakeholders. That doesn’t mean you need an enormous amount of tech tools in your stack, just that they should be diversified in function and working together to help you achieve your end goal. If you keep everything for your company in a set of spreadsheets and your computer crashes without a backup - you’re toast. 

7. Skimping on Training

Failing to train users is one of the most common pitfalls that’s also totally avoidable. It’s essential that all users are adequately trained in the specifics of any new tech before they can be expected to use it to its fullest potential. Skipping training creates frustration, lack of adoption and ultimately turns your investment into a giant digital paperweight collecting dust in the cloud. Don’t waste your investment- train your people.

8. Not Staying Up to Date

Tech moves quickly, and it's essential that your team keeps up. By failing to stay up to date on the latest software and processes, enterprises can suffer from out-of-date tools, misplaced resources, and wasted effort. Make sure to monitor trends, create opportunities for feedback, and maintain your tech stack regularly to stay on top of changes. Configuration is a journey, not a destination. If you want to stay on top of the market, you need to be continuously iterating your tech stack. 

TL;DR

Building the perfect tech stack starts with identifying the needs of YOUR business and avoiding common mistakes. Staying aware of the latest trends and ensuring integrations and security are properly maintained helps ensure the success of the digital environment. Additionally, keeping the associated costs and training requirements in mind will save you a lot of pain in the long run. By avoiding these eight common tech stack mistakes, you can be sure you’re fully leveraging the power of your tech stack and crushing your goals in the process.

Swantide is a software platform created to make it easier for rapidly growing companies to plan, create, and maintain their CRM. If you need help optimizing and automating that part of your GTM tech stack give us a holler! 

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