Nearly one in three martech deployments fail or produce neutral results. The problem isn’t the technology  it’s the gap between buying a platform and making it work. This article explains why PM is the missing piece and how to get it right.

1. Why martech projects fail

• No upfront assessment: Jumping straight to configuration without evaluating current state.
• Unrealistic timelines: 3-month projects squeezed into 1 month.
• No stakeholder alignment: Marketing wants one thing, Sales another, IT worries about security nobody unifies.
• No training or knowledge transfer: Tool installed but nobody knows how to use it properly.
• No post-deployment measurement: Go-live equals ‘project done’ nobody checks if the platform is actually creating value.

Martech project failure caused by poor project management

2. Tvia Collab’s 6-step project management process

We dedicate one-third of every project timeline to assessment, before touching any configuration.

1. Goals & Needs Exploration: Identify business objectives, challenges, and resources. Deliverable: comprehensive assessment.
2. Strategic Planning & Solution Proposal: Recommend solutions with pricing, licensing, and timeline.
3. Process Building & Technology Implementation: Configure, integrate, and execute campaigns.
4. Solution Demo & Stakeholder Approval: Demo for stakeholders, gather feedback, adjust.
5. Training & Go-live: Train the team, transfer knowledge, test, and launch.
6. Evaluation & Continuous Optimization: Measure before/after KPIs, provide ongoing support.

The Tvia Collab difference: we don’t just deploy and hand over. We stay as your inhouse martech team, ensuring the platform creates value long after go-live.

Six step martech project management process from assessment

3. How to choose the right implementation partner

• Ask about assessment: Do they evaluate your current state before quoting? Or just send a price?
• Ask about training: Do they teach button-clicking or strategic thinking?
• Ask about post-deployment: Do they measure before/after? Do they offer ongoing optimization?

4. Frequently Asked Questions

How long does a martech project typically take?

Platform Management & Optimization: 4-6 weeks. New implementations: 2-4 months. The key is not to rush allow proper time for assessment and training.

How do I know if my martech project is failing?

Signs: team still uses Excel, workflows unused, CRM has data but empty pipelines, no reports from the platform. Contact Tvia Collab for a Revenue Ops Healthcheck.

Does Tvia Collab implement or only consult?

Both. We consult on strategy and manage projects while technology partners (HubSpot, CloudGO, Segment, CleverTap) handle technical implementation.