Overcoming the Complexity of Full-Stack Marketing Automation

The Challenge of Finding Full-Stack Talent

“Marketing automation is becoming more complex, but we don’t have enough people who can manage the entire stack,” Corey observes. 

With platforms like Marketo requiring expertise in both front-end design (such as creating customer-facing content) and back-end operations (like data management and workflow automation), finding professionals who can wear all of these hats is increasingly difficult.

Corey explains that many marketing operations professionals are highly skilled in specific areas—such as campaign management or data analytics—but may lack the comprehensive expertise needed to manage an entire marketing stack.

Engaging Marketo Certified Consultants can help fill these gaps, providing specialized knowledge and a holistic approach to optimize every aspect of the platform for better results.

“It’s hard to find someone who can handle both the technical aspects and the creative side,” he notes.

Building Cross-Functional Teams

Given the shortage of full-stack marketing professionals, Corey advocates for building cross-functional teams where each member specializes in a specific aspect of marketing automation. 

“You need teams that complement each other,” Corey explains. “One person might be great at building workflows, while another might be focused on analytics. Together, they can manage the entire stack.”

For businesses looking to succeed in a world of increasingly complex marketing automation, investing in the right team structure is critical. 

Corey stresses that companies should focus on hiring diverse talent with complementary skills rather than expecting one person to handle everything.

Conclusion

The growing complexity of full-stack marketing automation presents a challenge for businesses, as the industry faces a shortage of professionals who can manage both front-end and back-end operations. 

Corey highlights the importance of building cross-functional teams where each member brings specialized expertise, ensuring that the entire marketing stack is managed effectively. By investing in a balanced team structure, businesses can overcome the challenges of modern marketing automation and stay competitive in a rapidly evolving landscape.