Me: Do you have any idea how many custom integrations or home grown products, ie dark tech, you have inside the organization?
Colleague: No, but I am sure that my marketing ops person does.
Me: Has he ever provided you with a list of those, and a list of the people who created them, and what they do or connect?
Colleague, sheepishly: No.
Me: It would be worth asking this question. It’s a large reason enterprise organizations, implementing as many products as you do, use CabinetM to manage their technology. If your marketing ops person leaves, you need to know where that technology lives inside your marketing technology infrastructure. Without that knowledge, replacing a core platform in your organization could take your technology infrastructure to its knees.
Later that week, I met with another colleague, the president of a large MarTech company, to show him how the platform had evolved. He was a very early user, and actually helped inform several use cases for us.
When I started talking dark tech he turned white, and stopped me.
Me: Whoa, what’s wrong.
Colleague: Those custom integrations are costing my company lots of time and money.
Me: What do you mean?
Colleague: In order for us to provide a quote, we collect information about all the products our customers are using. When we finally start working with them to integrate all their data, we bump into all of these custom integrations and home grown products that no one has accounted for. Because we’ve given them a solid quote, we end up eating the cost of integrating those pieces of custom code. We could use CabinetM.
If you’re an organization using lots of marketing technology, by definition you have custom integrations and home grown technology hiding inside your technology infrastructure. When users get started on CabinetM, they often identify as many internally developed products and integrations as purchased products. Tracking this, and making sure the entire organization is aware of it, is a critical part of the MarTech management role. Our Enterprise customers save time, money and sleepless nights by making sure they know what they’ve purchased, and what they’ve built, and who owns it.
Don’t get caught in the dark!