Martech Needs Alignment with People and Processes in Higher Education
The higher education landscape is evolving rapidly, driven by shifting student expectations, increased competition, and digital transformation. In this environment, marketing technology (martech) has emerged as a powerful enabler for institutions seeking to attract, engage, and retain students. However, a persistent challenge remains: over-reliance on martech without proper alignment of people and processes leads to inefficiencies, wasted resources, and missed opportunities.
The Allure and Danger of Shiny New Tools
It’s easy to be dazzled by the latest marketing platforms, automation software, and analytics dashboards. Many higher education leaders invest in cutting-edge tools hoping for quick wins in recruitment or engagement. Yet, as numerous industry professionals have observed, adopting new technology without addressing foundational gaps in processes or training often results in low adoption rates and diminished ROI.
A common frustration is the tendency to chase “shiny new tools” while neglecting the operational basics. When institutions fail to align their martech stack with team workflows, the technology becomes a burden rather than a benefit. The result? Tools gather dust, staff remain frustrated, and the institution’s strategic goals remain unmet.
Why Alignment Matters: People, Process, and Technology
Technology is only as effective as the people and processes it supports. In higher education, marketing and IT teams often operate in silos, speaking different languages and prioritizing different outcomes. This misalignment slows execution, creates inefficiencies, and makes cross-team collaboration a persistent challenge.
When marketing and technology don’t communicate, everything suffers. Imagine a university’s marketing team launching a campaign to attract more students, only to find their tools can’t handle the personalization they need. Meanwhile, the IT team designs robust systems that fail to meet marketing’s needs because no one discussed the requirements early enough. These disconnects create frustration, inefficiencies, and missed opportunities.
Successful institutions recognize that martech is not a silver bullet. Instead, it must be woven into the fabric of the organization, supporting clear business goals and empowering teams to deliver results.
Building a Martech Stack That Works for Higher Ed
A well-integrated martech stack can transform higher ed marketing by streamlining workflows, reducing manual tasks, and enhancing student engagement. Key components typically include:
- CRM Systems: Manage student relationships across the lifecycle, enabling personalized outreach and automating follow-ups.
- Marketing Automation: Deliver timely, relevant content to prospects and students at scale.
- Analytics Platforms: Provide insights into campaign performance, informing data-driven decisions.
- Content Management Systems (CMS): Ensure a seamless, accessible web presence for prospective and current students.
But simply acquiring these tools is not enough. Institutions must ensure that each platform fits into existing workflows, integrates seamlessly with other systems, and is supported by robust processes and training.
Overcoming Common Challenges
Budget Constraints: Higher ed institutions often face tight budgets. Prioritizing scalable, cost-effective martech solutions—and leveraging free or discounted software—can help maximize impact without overspending.
Data Silos: Disconnected systems hinder efficiency and limit insights. Choosing martech platforms with strong integration capabilities and investing in integration planning is crucial.
Resistance to Change: Staff and faculty may be wary of new tools, especially if past implementations have failed. Clear communication, comprehensive training, and demonstrating the value of new technology in improving workflows are essential to drive adoption.
Process Gaps: Without well-defined processes, even the best technology will underperform. Institutions must map out workflows, clarify roles, and ensure that martech supports—not dictates—how teams operate.
Actionable Steps for Higher Education Leaders
To ensure martech investments deliver value, higher education leaders should:
- Audit the Martech Stack Regularly: Evaluate whether tools align with team needs and institutional goals. Remove redundant or underused platforms, and fill gaps with purpose-driven solutions.
- Invest in Ongoing Training: Technology evolves rapidly, and so do best practices. Provide regular training to ensure staff can fully leverage martech capabilities and stay up to date with new features.
- Document and Refine Processes: Create living documentation for workflows, integrations, and best practices. Regularly update these resources to reflect changes and ensure consistency, especially during staff transitions.
- Foster Cross-Team Collaboration: Break down silos between marketing, IT, admissions, and other stakeholders. Establish shared goals, hold joint planning sessions, and encourage open communication.
- Measure and Report on Performance: Use analytics to track adoption, effectiveness, and ROI. Share results with stakeholders to build buy-in and guide future investments.
The Future: AI, Personalization, and Compliance
As martech continues to evolve, higher education institutions must stay ahead of emerging trends. Artificial intelligence and personalization are revolutionizing student engagement, enabling highly targeted communications and predictive analytics for recruitment and retention. Mobile-first strategies are increasingly important as students research and apply via smartphones, while data privacy and regulatory compliance (e.g., GDPR, FERPA) are top priorities for protecting student information.
Conclusion: Success For Higher Ed Lies in Alignment
The fundamentals of operations—clear goals, well-defined processes, and empowered teams—must take precedence over the allure of new technology. When higher education institutions align their martech investments with people and processes, they unlock the full potential of digital transformation. This alignment drives higher adoption rates, greater efficiency, and, ultimately, better outcomes for students and the institution as a whole.
The future of higher education marketing is not just about the tools you use, but how you use them—together, with purpose and alignment.
