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Are enterprise businesses really improving productivity by using 91 marketing tools?

By Achim B. C. Karpf | Jan 29, 2019

Do the use of many tools improves productivity?Oftentimes, the larger a company gets, the more money they have to invest in tools and technology. This often means not only better software solutions for things like CRM, marketing, sales enablement, productivity, and administrative tasks, but it typically means more tools being used. In fact, estimates show that the average American enterprise business uses 91 marketing cloud services in their business!* But with using so many different solutions for each little task, are enterprise businesses really improving their productivity - or are the software solutions becoming a problem themselves?


Why more tools don't always equal more productivity

While it's true that there are many software solutions, particularly SaaS platforms, on the market today that can make manual tasks simpler, easier, and faster, it's important to consider that there may be transition periods for change management, onboarding, and even training that need to be factored into incorporating new technology into a business.

When businesses decide to implement dozens of new tools, it can equate to an enormous amount of man hours for ensuring that all relevant staff are knowledgeable and equipped to utilize the software optimally.

Not only may there be an onboarding period, but tools that do not integrate with each other or share data, may end up costing time through manual reporting or task switching. When employees must change between apps or tools that each have specific purposes, they can actually lose productivity. In fact, task switching and multi-tasking accounts for up to 40% of lost productivity time according to the American Psychological Association.


Enterprise companies are limited in marketing and sales

When it comes to business processes and multiple internal departments with many employees, enterprises cannot afford to waste time and money, but connectivity and integration can prove to be difficult.

Unfortunately, there are less options on the market that cater to the full scope of needs for enterprise businesses that address issues of truly making software solutions productive. Specifically with marketing and sales alignment, many solutions fall short of creating a productive working environment for the two departments that are seeing an ever increasing overlap in roles and shared responsibilities. Add in that customer service and support has become an integral part of marketing and sales, and many enterprise companies struggle to leverage proper solutions.

HubSpot's new enterprise solution may be what large companies have been looking for. Instead of losing time, or wasting money by using multiple tools and software solutions, enterprise businesses can now have a much more streamlined processes for all their marketing, sales, and customer service activities through one hub.


It can be difficult for enterprise businesses to find the right software

With many companies, software is selected based on reviews and referrals, marketing materials, and features and capabilities of the product itself. With enterprise businesses, they often need extra services by way of customer support, and handling of multiple account functionality, additional data reporting, and other unique needs.

Even for small companies, sometimes a SaaS platform just doesn't work out. Maybe it isn't intuitive enough, or doesn't integrate well enough with other programs. But with enterprise businesses, trial and error is just not something that is possible.

Typically huge monetary investments are made, and many months go into planning and negotiation. Because of this, larger companies often need specialists and consultants who can advise on which particular software to invest in, knowing exactly how to onboard employees and design a plan of action for implementation.

In the last year, HubSpot has focused more on their growth suite enterprise platform which includes many in-demand features, without sacrificing their all-in-one platform value. HubSpot is working to tackle issues for their customers such as too much time spent on switching between tools and technology, having software that doesn't integrate together.

Not actually knowing the best software for the needs of large companies can hurt an enterprise business' productivity. But through actually using less tools, ensuring that programs are streamlined and integrated, and having a plan of action for onboarding and implementation, then enterprise businesses can be really maximizing their use of software solutions.  


Take the Flywheel approach and grow your business better


Image: AdobeStock © Gorodenkoff
* Source: chiefmartec.com, June 20717

Topics: Tools, Growth Suite, Enterprise, Productivity

Autor: Achim B. C. Karpf

As owner and general manager he is using his marketing expertise and know how he provides deep insights in all areas of content and inbound marketing as well as business development and lead generation. Like this he can cover the needs of the customer and generates professional solutions to guarantee the satisfaction of all involved parties.