This is a 2 AM brain dump about the tech stack. I couldn’t sleep… I have been LinkedIn slacking in 2024 (Yay, New Year Resolutions) and decided to do something about it.

Growth Enablement has everything to do with your tech stack. Perhaps, more to do with leveraging your tech stack for growth. There are plenty of companies out there throwing money at software, using 10% of it, and wondering why it’s not helping them much.

I am sure we are all guilty of this. We are a HubSpot Platinum partner. We are bought in, use HubSpot, and love it. It works great for us. I would say even PIC, as an expert on the platform, is not using it nearly close to its full potential. We are using it successfully, but not to its fullest potential.

Your software tech stack strategy should be established to help you grow. It should do one of three things. Give you visibility, make life more efficient, or drive revenue.

There are plenty of hurdles and roadblocks to developing a tech stack but I think two stand out as most critical.

Relying on Tools over Strategy

Software is a tool. Don’t buy software thinking it will solve your problems without putting in real work. Start planning by developing your own Hero Mission Strategy around your company needs as it relates to the software you are considering adding to your tech stack.

For example, if you are looking at a new CRM, start mapping what actions your teams need to take in order to help your customers be successful.

• What data will help your marketing team generate more leads?
• What insights do your sales team need to generate more revenue?
• What information does your service delivery team need to deliver better products, service, and support to help your customers grow?

Think about this separate from any software. Think about the strategic approach and the realistic application based on your team’s capabilities.

Do a little mapping and strategy development around those missions and plan for the next 5 to 10 years, and then start looking at CRM options that align with the Mission of your team. This will get you a better toolset for scaling. Avoid buying the tool and forcing your team to adapt.

Cultural Adoption

As a HubSpot Partner, I see major struggles in cultural adoption. This is not just a HubSpot issue. It’s a change issue. People struggle with change. They have routines and ways of doing things and when a new software application is presented that was not introduced by them, they can revolt.

Or you get the software application thinking it’s a silver bullet in a room full of werewolves. Something that will just work while you get pulled back into the whirlwind of the business, and it sits there for a few days, untouched. Those few days extend out to a week or a month… soon, a year has gone by, and you wonder why this chunk of code you are paying for every month is not helping you.

Specifically with CRMs, its frustrating when you have half your team buying in and using the CRM and the other half writing notes on a napkin that gets stored in a black hole under their desk. Away from the eyes of anyone who could get a sliver of value from it.

Bringing it to a close…

Every company has and needs a tech stack. Work with your providers, and work with your team. Be diligent about using it to as close to its fullest potential as you can. Don’t overload your team with 98 different pieces of software that do 20 things more than your team can bear – or at least don’t do it without a serious strategy, plan, and realistic expectations on rollout.

PIC’s Growth Roadmap