One word that describes how most marketing teams are using their martech stacks today

Summary

MarTech Podcast ™: Optimizing Martech Stacks Through Agile Principles

Episode Title: One word that describes how most marketing teams are using their martech stacks today
Release Date: June 25, 2025
Host: Benjamin Shapiro
Guest: Greg Kilstrom, Principal at The Agile Brand and Host of the Agile Brand Podcast

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Introduction

In this insightful episode of the MarTech Podcast™, host Benjamin Shapiro engages with Greg Kilstrom, principal of The Agile Brand and host of the Agile Brand Podcast. The discussion centers around the utilization of Martech stacks in marketing teams and how agile principles can enhance their effectiveness.

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Underutilization of Martech Stacks

Key Point: Greg Kilstrom identifies "Underutilized" as the single word that best describes how most marketing teams are currently leveraging their Martech stacks.

• Detailed Insight:
  Greg explains that many large organizations adopt a multitude of marketing technologies but often use only a fraction of their capabilities. For instance, a company might possess multiple tools, each serving a narrow function, instead of fully exploiting a comprehensive platform that can handle various features seamlessly.

• Notable Quote:

  "Using a platform to the best that it can possibly be used just gives you more access to the data from that platform. It lowers integration costs and all those kinds of things."
  — Greg Kilstrom [01:40]

• Benefits of Full Utilization:

  • Enhanced Data Access: Maximizing the use of a single platform provides deeper insights and richer data.
  • Cost Efficiency: Consolidating tools can reduce overall costs by minimizing the need for multiple subscriptions and simplifying vendor management.
  • Reduced Integration Complexity: Fewer platforms mean less complexity in connecting disparate systems, leading to smoother operations.

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Applying Agile Principles to Martech Stacks

Key Point: While there are no specific agile principles tailored to right-sizing Martech stacks, the mindset of continuous improvement inherent in agile practices can significantly enhance Martech utilization.

• Detailed Insight:
  Greg emphasizes that adopting an agile mindset involves constantly questioning and seeking ways to optimize the Martech stack. This could mean either consolidating platforms to leverage their full potential or scaling back to simplify operations based on evolving needs.

• Notable Quote:

  "I think that mindset of kind of always questioning and trying to do better would most apply."
  — Greg Kilstrom [02:17]

• Agile Mindset Benefits:

  • Continuous Evaluation: Regularly assessing the effectiveness of each tool ensures that the Martech stack evolves in alignment with business goals.
  • Flexibility: Being open to scaling up or down allows marketing teams to adapt swiftly to market changes and technological advancements.
  • Collaboration: Encouraging cross-functional teams to work together fosters a more integrated and efficient Martech ecosystem.

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Conclusion

The episode wraps up with Benjamin Shapiro thanking Greg Kilstrom for his valuable insights on optimizing Martech stacks through better utilization and an agile mindset. Listeners are encouraged to connect with Greg via LinkedIn or visit The Agile Brand’s website for more information. Additionally, subscribing to the MarTech Podcast™ is recommended for ongoing learning and updates in the intersection of marketing and technology.

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Key Takeaways

1. Martech Stack Underutilization: Many marketing teams are not fully leveraging the capabilities of their Martech tools.
2. Consolidation Over Multiplicity: Using comprehensive platforms can offer better data access, cost savings, and reduced integration challenges.
3. Agile Mindset: Embracing continuous improvement and flexibility can lead to more effective Martech stack management.
4. Strategic Optimization: Regularly evaluating and adjusting the Martech stack ensures it remains aligned with business objectives and technological advancements.

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For more insights and strategies on maximizing Martech effectiveness, subscribe to the MarTech Podcast™ and stay updated with the latest trends and expert discussions.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all.

[Greg Kilstrom]

Of our programs and clients, we've seen a 55 to 65% open rate.

Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about 24 to 36 hours.

[Greg Kilstrom]

If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the principal of the Agile Brand and the host of the Agile Brand Podcast, which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply agile principles to get more value from your Martech stack. All right, let's move on to our next question. Give me one word that describes how marketing teams are using their Martech stacks today.

[Greg Kilstrom]

Yeah, I think you hit on it earlier, but underutilized. I work with a lot of very large organizations that have one of everything and they use this thing for this small feature and this other thing over here that does all of it for this other feature. So simply using more of a single product gives a lot of benefits. I mean, cost notwithstanding, using a platform to the best that it can possibly be used just gives you more access to the data from that platform. It lowers integration costs and all those kinds of things.

[Benjamin Shapiro]

Are there agile principles that help you essentially right size your stack?

[Greg Kilstrom]

Not specifically. I think there is, as you said earlier, that just that continuous improvement kind of mindset of just always thinking of what can we do better and sometimes better is using more or less, using fewer or more platforms or things like that. So I think that mindset of kind of always questioning and trying to do better would most apply.

[Benjamin Shapiro]

All right, and that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Greg Kelstrom, the principal at the Agile Brand and the host of the Agile Brand Podcast. If you'd like to get in touch with Greg, you can find a link to his LinkedIn profile in our show notes. Or you can visit martechpod.com of course, you can visit his company's website, which is theagile brand.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feedback, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.