Eliminate the seams between optech and martech

Headshot of Andrew Frost, Senior Vice President at Rego Consulting

Rego Consulting—a leading Project Portfolio Management (PPM) and Information Technology Business Management (ITBM) services provider—is a Workfront 2020 Partner of the Year. Rego helps customers gain measurable ROI while driving down the cost of implementation, development, and support.

The phrase “new normal” is used a lot these days. But what does that mean? Many organizations are partially or entirely remote. Out of necessity, there’s been a significant shift in structures, processes, and fundamental operating procedures. And, of course, there’s a need to find new and more efficient ways to remain successful and nimble in an ever-changing work environment.

For marketers, there’s an increasingly important distinction that needs to be made when thinking about their martech stacks: the difference between “operational” technology and “delivery” technology. With remote work suddenly the norm, this has become imperative for effective operations.

The systems in an optech stack are generally considered to be part of the broader martech ecosystem, but there can be great value in viewing this critical tech stack on its own. When properly and effectively integrated, it can be the heartbeat and nerve center for all work. By supporting process standardization, streamlined collaboration, capacity management, and cross-channel conflict management, marketers can better utilize their optech stacks to get a pulse on customer experience delivery for boots-on-the-ground workers, team leads, and even the Chief Marketing Officer.

Without this focus on the critical role of the optech stack, most integration efforts gravitate to the delivery ecosystem. And while necessary in its own right, such a focus may not be of higher business value than what can be generated by connecting and integrating the operations and delivery systems.

To illustrate this point, here’s a typical current state for many organizations:

Graphic that shows the difference between the optech stack and the martech stack

Between the optech stack and the martech stack is the work in the “seams,” a wasteland of inefficiency, overlap, redundancy—and morale-killing frustration. For nearly every organization, eliminating the work in the seams often saves thousands of non-value-add work hours while simultaneously increasing capacity and improving morale.

For example, picture the integration of two platforms, such as Adobe Experience Manager (AEM) and Workfront. In this arrangement, a marcom team is better equipped to collaborate and manage creative content by linking the folders and metadata between the two systems. Data gathered natively during the operational workflow can then be automatically applied to the final asset in the delivery system (AEM). The team can also combine and apply metadata from both applications to a single asset. Because updates and comments made to an asset either in Workfront or AEM are synchronized to the other application, teams have a comprehensive view of the communication stream.

The possibilities extend far beyond simple data integrations. Integrations in the Post-Pandemic ‘New Normal,’ a white paper Rego produced in collaboration with Workfront, explores this topic in detail and offers a helpful work management maturity curve to guide your efforts. Our crawl/walk/run framework can shape your transformational efforts so you can get your best marketing work done.