We have all done it, in our quest for innovation, and often with a lack of knowledge we develop a patchwork of disparate technologies to support our marketing, sales, and customer success activities. This "FrankenTech" model is a conglomeration of ill-fitting pieces of technology that do not fit together effectively, leading to waste, data silos, and unintended customer journeys.
FrankenTech might look like a cheap or a short-term solution at first, but when businesses grow, the black holes are exposed. In comparison, a single platform like HubSpot delivers a centralised, integrated experience that increases collaboration, automates processes and delivers better results for your employees and customers. When paired with tactics such as EggOpps and Fried Egg Marketing, seamless tech is a foundation you’ll need to reach your ICP and continue to grow your revenue.
The problems with FrankenTech are numerous. Monolithic tools tend to lock precious data in silos, which doesn’t enable you to see the full picture of your customers or track your performance in a meaningful way. Companies can waste time and money on redundant work or manually passing data from one system to the next.
Such lack of integration also thwarts marketing, sales, and customer success functions because each function operates on their own version of the truth. Most importantly, buyers see the flaws. Whether it’s inconsistent messaging or late-response times, the end product is a disjointed and unsatisfying customer experience.
In comparison, transparent technology bridges the gap. Unified platforms such as HubSpot bring your CRM, marketing automation, and customer success solutions into one place. The centralisation of data breaks down the silos and lets teams collaborate more efficiently, while delivering a better, more personalised experience for your customers.
Everything aligns seamlessly, enabling you to understand how your business is interacting with your ICP in real time and how you can do better. Unified technology allows every department to be unified and focused on common objectives that can be used to streamline processes and make better decisions.
Fried Egg Marketing thrives on this seamless approach. Because it centres on your “yolk”—your Ideal Client Profile—it relies on precision and efficiency to target, engage, and retain the right clients. Unified technology simplifies the process of defining and reaching your ICP.
With seamless tech, you can collect and analyse data to refine your profile, segment your audiences effectively, and deliver messaging that speaks directly to the unique needs and challenges of your ideal customers. This level of precision ensures that your marketing campaigns are targeted and effective, driving better results and reducing wasted effort.
The same applies to EggOpps, which depends on the alignment of marketing, sales, and customer success teams around your ICP. When teams use disconnected tools, alignment is almost impossible, as everyone works from incomplete or conflicting information.
Seamless technology removes this obstacle by centralising data and creating a single source of truth. When marketing generates leads, sales can immediately see where those prospects are in their journey and what they need to move forward. Customer success teams can track the full lifecycle of a client, ensuring they stay engaged and supported long after the deal closes.
Unified technology also transforms how businesses streamline their customer journeys. With a seamless platform, you can track every interaction with your ICP in one place, from the first marketing touchpoint to ongoing customer support.
Lead scoring becomes smarter, identifying which prospects show intent and are ready for sales engagement. Campaigns can be designed and executed across multiple channels with a consistent message, ensuring your ICP encounters the same cohesive experience no matter where they engage with your brand.
The benefits of moving away from FrankenTech to a unified solution extend beyond improved team performance and customer satisfaction. Unified platforms reduce operational costs by eliminating the need for multiple tool subscriptions and manual processes.
They deliver a higher return on investment by making campaigns and strategies more effective. Moreover, they’re scalable, meaning they can grow alongside your business without adding complexity. By investing in seamless tech, you set your business up for both immediate success and long-term growth.
The transition may involve training your teams and streamlining workflows, but the long-term benefits far outweigh the short-term effort. Unified technology isn’t just about fixing inefficiencies—it’s about creating a scalable framework that supports your business goals, aligns your teams, and delivers exceptional customer experiences.
With unified technology, you’re laying the groundwork for sustainable growth. It’s the key to aligning your teams, refining your customer journeys, and ensuring that every interaction with your ICP delivers value.
The FrankenTech approach might get you by for a while, but seamless tech ensures you’re ready for whatever challenges and opportunities lie ahead. With the right tools and strategies in place, your business will be better equipped to succeed in a competitive, fast-moving world. Let’s leave FrankenTech in the past and embrace a connected, scalable future.