Hi everyone. Welcome back to digital customer experience series where Akshay and I dive into the world of technology and everything else. My name is Vaishali Dialani, and I work as a Senior customer experience strategist with Konabos. My passion lies in integrating emotions in the world of technology. And I'll allow into Akshay to introduce himself. My name is Akshay Sura. I'm a composable architect. I've been working in this industry for a long time. Today, we'll be talking about ways to reducing costs in your MarTech stack. What do you think that is that it means, and how does it impact the business? I think it's every company and business's favorite topic. It's an it's a year round topic. You know, normally we have seasonal conversations and seasonal needs, but this is an all time business need. And I think in the most simplest way I can explain and say it means reducing costs of your architecture, systems and your tech, it's to be able to understand what's working, which tools working to meet business goals. And usually this happens in the time when companies are reevaluating their yearly costs, are understanding if their business aligns with their technological needs, and that's what is the focus for today. 

What do you think as a business, I know you work and help a lot of consulting organizations and businesses a lot on this. What do you think? Why is it so important for organizations? Yeah, I mean, the way I look at it is, if you save costs in one part of your business, you can use it for strategic initiatives, right? So if I end up saving X amount of dollars by streamlining a process or using my technology better and reduce the amount of technology I use or use the right technologies the right way, make it more efficient. I save costs, and that cost can be used for a personalization initiative or a marketing initiative or meet a business goal in terms of sales or revenue. So that's the way it affects the business in my mind, and then from a tech perspective, the best way to see it is it's not cutting costs. Cutting costs isn't really the way I would put it. It's more of figuring out what is redundant. You know, how can we make sure that things are used the right way? Maybe it's too complex. Maybe we need to make it simplify or use like a low code, no code solution or something like that, in sort of a custom piece of technology which is taking up too much time, too much time to maintain. So I think, from a tech perspective, it's to look at efficiencies and then help that process be more effective and save cost in the meantime. And again, from a tech team perspective, you get to buy new toys if you save money on some right? So, like, I'm curious, though, from a marketer's perspective, how would you see this? You know, normally I would think, and a lot of people have this assumption, is that, why does it matter to us as marketers? But actually it does, because if you don't have the right toy to play with, how are you going to understand what works and what doesn't? So whether you can have 10 different things, one to send emails, one to collect, create forms, one for content management, one for omni channel, it's a lot to deal with, and then you can't juggle data very well. 

So I think by reducing MarTech costs and just understanding what your aid, the education of stack is so important for marketers to understand, what are we using? Why are we using? Is it really efficient? What kind of returns are we getting from it? And based on that, revaluating and saying, why don't we streamline the workflows and understand which are more efficient systems that align to business goals and marketing needs for the year, of what aligns with our customers? And lastly, the less dependency on you guys. Honestly, we want freedom and allow me to do whatever we want without the need of developers, kind of like intervening every little thing and say, oh, you know, it's going to take X amount of time to do it. You're like, we don't have that time. We want speed to market. So I think that allows us through the right channels of stack? Yeah. I mean, I think a key takeaway from this is making smarter technology choices, right? Like so, if you streamline your thing, your technology stack, simplify it, pay for only what you need. If there's a piece of software where you get 70% out of it and 30% of it is really causing a lot of churn and lot of process overhead. Find something which works better, and find a way that your teams are working really, really well, whereby maximizing on your technology investment. I think that's the most important part. It's evaluation more than anything else. And I'm sure companies can find this. Hopefully this was useful. Oh, I had one more thing to just add on very, very quickly. Sorry. And I think I just want to add on and say that while many companies can't do this internally, that's why they help take the help of right strategic partners in place to kind of help them evaluate and.

What works well and what doesn't, and we're here for you. Thank you so much everyone for joining us today. Thank you.