The pros and cons of specializing in specific martech products

MOP professionals have their favorite solutions, but is it a good idea to specialize in just one?

Martech specialists specialize in specific products. This is not news. It also makes sense that people learn very well how to use a particular platform. However, it is not always ideal to put together a team.

It is important to keep this in mind as you develop your skills, recruit new people and orchestrate a stack of matches.

Recruitment with a product in mind

In the past, for example, I’ve seen companies with Drupal developer posts where candidates need PHP experience but have no platform experience. Drupal is based on PHP and any developer who wants to work on it must know this particular programming language.

However, there is much more to Drupal than just PHP, and the platform and community have different standards and practices that have nothing to do with PHP knowledge.

That’s why I’ve seen many companies hire qualified PHP developers who, despite their best intentions, have been using Drupal at least since the beginning. This has caused problems in the future.

Provide support and training for new employees

There are ways to overcome this lack of knowledge. For example, if an organization already has Drupal developers who understand the platform, they can help launch the new lease.

If your organization also has a Drupal provider, the provider can help the new contractor become familiar with how Drupal works. Of course, the organization can cite the experience with Drupal – if it wants to, but not necessarily – as a requirement.

It’s not just about the CMS space. The same goes for marketing automation platforms, CRMs, and so on.

Evaluate personal investments on a platform

As I said in an interview with Chris Wood about M&A marketing activities, people are not only specialized, but they also invest personally in specific products. As humans, we are willing to form and join groups, and this tendency has positive and negative results.

Investing in personal products can certainly bring benefits, as people, for example, develop advanced skills and actively participate in user communities to find new and better ways to achieve their goals. A deep investment in a community can also help professionals better influence the roadmap of the product to meet the needs of your organization.

However, there are some disadvantages. When people invest heavily in products, they may or may not consciously choose not to keep up with the development of competitive products. They may not even follow relevant trends, as this is especially dependent on the inspiring community of their favorite products for broader specialty trends. This means that they may not adapt to changes over time. Your favorite product may make more sense at some point, but your competitors may change the calculation later. Personal investments can blind you to many important factors.

Considering the whole stack

Furthermore, the products rarely work independently. A broader stacking perspective may indicate that it is worthwhile to switch to another product to work better with the rest of the stack.

Product specialists may feel threatened or frustrated because they have to learn a new product. They may even fear that a temporary drop in productivity will harm their jobs.

This, of course, raises concerns about battery integration after a merger or acquisition. Fortunately, change management can help team members respond more positively to these changes.

Taking into account employee perspectives

While there are definitely considerations for the whole stack, it is also important to consider the side of the employee. For example, two senior stakeholders cannot agree on which analytics platform is best for the organization. One stakeholder may specialize in a particular product, while the other party has had a failed experience with it in the past. What perspective prevails?

A more indirect interaction occurs when interested parties try to obtain products for their stacking functions. What if the link is not ideal for integrations or other important connections?

I believe that investors and users should make a successful product. Therefore, if the two stakeholders do not agree on a better fit, it is best to use two used stacking components. This may justify the business decision to stick with a particular couple, but take into account the cost of the transaction.

It is important to note that professionals who specialize in and invest in products are not bad in themselves. As I said in PHP and Drupal, there are benefits. It should not be at the expense of broader trends and portable resources that are valuable regardless of the product.

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