The allure of a tech stack is undeniable. The hard truth: technology cannot fix poor execution.

If your outbound lead generation processes are not generating leads, a lead generation platform will not fix that. You will just be ineffective at scale.

If your content marketing is not generating inbound leads, by using AI to write more copy, you will just produce more articles that do not hit the mark.

Technology is a force multiplier, not a remedy.

Case in point: We helped a client to redesign their lead generation strategy because they were not booking meetings. Their technology stack was solid: automated workflows, seamless integrations. But their operations were ineffective. They were not making strong offers that got prospects interested, and engaged. They not qualify leads well, or nurture them. The result? Leads that Sales struggled to convert.

Avoid the technology fallacy trap

Make your operations deliver the outcomes you want. No matter how inefficiently or expensively. Then, use technology to increase productivity, scale volumes and drive down unit costs.

Follow these steps:

1. Audit your operations in 4 areas

  • People: Assess if you have the right talent in place, with the right skills, chasing the right goals, incentivized and supported adequately.
  • Processes: Evaluate if your processes are fit for purpose, repeatable, documented, and handle exceptions well.
  • Governance: Ensure you make decisions effectively, with clear roles, responsibilities, and empowered decision-making forums.
  • Operating Model: Examine how your functions are organized and whether they work well together. Pay attention to cross-functional handoffs and management of complexity. If a department runs a tight ship by outsourcing complexity upstream or downstream (or worse, to the customer), that’s not success.

2. Fix what’s broken

Address gaps uncovered in the audit. While it’s tempting to use technology as a fix, don’t. Fix processes first. Technology cannot remedy broken processes.

3. Roadtest improvements

Test your new processes in the real world. Ensure they are fit for purpose, repeatable, and hold up under load. Document them with process maps, standard operating procedures and RACI matrix.

4. Onboard technology

Now you can introduce technology to scale your operations. Technology becomes an enabler rather than a crutch.

5. Train your team

Equip your team with the skills they need to work with the technology.

6. Redefine the possible

Reset your goals now that your operations are powered by technology.

7. Commit to continuous improvement

Like building muscle, operational excellence is a journey. Look for ways to incrementally improve.

Technology is an enabler. It can scale robust operations, but cannot fix broken ones. Resist the urge to jump straight into building a tech stack. Instead, get your operations right first. Then use technology to soar.

Technology is an enabler. Get your operations right first. Then use technology to soar.

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