An Interview With Nick Markman, Director of Product Management At Evocalize

“Prioritize and execute. It’s such a simple concept that it seems overly obvious, but our world is filled with distractions, competing interests and things are always changing”

How does the complexity of our data-first world necessitate businesses to possess deep expertise, data, and technology for success in digital marketing, and how does your technology facilitate collaborative relationships among partners to provide businesses with an “easy button” and level the playing field?

All modern, highly-performant marketing today is built on the backbone of data. It’s truly a “garbage in, garbage out” situation. If you go about your digital marketing with bad input data (such as creative, audiences, channels, etc) and you do not have the ability to rapidly act on output data (performance, optimization, etc), you’re not going to get good results. The situation and challenges faced by the local marketers our technology serves are 1) they need the results of digital marketing in order to drive and grow their business 2) they do not have the time or the expertise to properly manage their marketing and 3) they don’t have access to the right data, at the right scale, in order to achieve optimal performance. Interestingly enough, it’s common that the corporate partner of those local marketers, such as a restaurant franchisor for franchisees or a real estate brokerage for real estate agents, DO have access to the right data at the right scale, but they are unable to easily activate and deploy that data across their local network to enable local marketing in an easy and secure way without spending a lot of resources. Our technology bridges this gap by allowing corporate and local partners to collaborate together through a single platform.

What advice would you give to other leaders which helped you personally?

Prioritize and execute. It’s such a simple concept that it seems overly obvious, but our world is filled with distractions, competing interests and things are always changing (at what seems to be an accelerating pace). There’s always going to be a number of “important” things to do, but it’s critical to prioritize the most important thing that you think will move the needle, and drive yourself and your team to the execution of that thing, then move on to the next one. If you try to do too many things at once, you’re likely to create a chaotic and unproductive environment for you and your team, with a higher propensity to fail.

Read Complete Interview: https://martech360.com/marketing-automation/martech360-interview-with-nick-markman-director-of-product-management-at-evocalize/

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