Latticework Enterprise - A Cutting-Edge Package of Talent, Technology, and Technique Custom-Tailored to the Needs of Sophisticated Enterprise Marketers
In 2022, Enterprise Marketing & Data groups are struggling with a painful trifecta of issues:
1) Talent - Teams are stretched thin, overburdened with work, and staring down an ultra-competitive labor market.
2) Technology - New SaaS Marketing apps continue to proliferate at a dizzying speed and the Enterprise Software needed to connect them all is getting increasingly complex.
3) Technique - The domain expertise required to make Enterprise-grade decisions is extremely high as industries trends shift, consolidate, and fracture every single week.
** This is exactly why we created Latticework Enterprise!
At Latticework, we’ve spent the last 5 years coaching over 60 brands how to get value out of their data. We’ve figured out that because the data ecosystem is so fragmented - and because the aggregate picture of companies is splintered across multiple platforms - that brands need to build a Latticework before getting to the Insight. Data has become *disconnected*. All the great groundbreaking insights are silo’d away in 20-30 different databases. So nowadays, brands need to do be able to do cutting-edge Data Extraction, Data Visualization, and Data Integration just to keep their brands competitive.
We’ve worked with many of these Enterprise brands across Finance, Retail, Healthcare, Travel, Sports, and Health Care. Great brands like NBA, Converse, Princess, Reddit, Gemini, and SingleCare, who needed a combination of Talent, Technology, and Technique to give them an edge in this new era of Marketing.
Talent
Latticework was built on the philosophy that “Data Scientists Who Speak Advertising” are the new guard in Enterprise Marketing. It’s required that good Analysts are also good Data Integrators, and it requires practitioners with Enterprise domain expertise to speak in the language of their customers. Good talent is still extremely scarce and Enterprises understand they bitter battle they face fighting the premiums paid by big tech companies. Demand for data science has increased 295% in the last year [ZDNet], driving up salaries in all the big tech hubs by between 8-14%! [Hired.com]
In addition, Enterprises face challenges that are distinct from DTC startups and tiny ad agencies. They’ve got tougher procurement, more stringent security requirements, more nuanced regulatory environments, more sprawling technology stacks, and more disparate teams.
So just understanding how to work with Enterprise companies is a specific set of skills.
Technology
The explosion of new Marketing SaaS technologies (or “MarTech”) is an existential problem that every Enterprise is grappling with today. The number of MarTech platforms has mushroomed from 900 in 2014 to almost 10,000 in 2022 [ChiefMarTech]. Platforms like Facebook, Google, TradeDesk, VidMob, Salesforce, Netsuite, Qualtrics, Nielsen, iSpotTV - and literally thousands more - each contain just one piece of the Enterprise puzzle and need to be stitched back together again by domain experts.
And underneath the MarTech sprawl is another 1,000 Enterprise Software platforms [Andreessen Horowitz] that are needed to connect them all together. Because in 2022, the answers to simple questions have become system integration nightmares! The answer to questions like “What’s the ROI on the $1B marketing investment we made last year?” requires an elaborate choreography between platforms like Fivetran, Airflow, Snowflake, Redshift, Tableau, Looker, DBT, and even custom Python apps.
The ability to quickly wrangle any of 100’s of MarTech data sources using any of 100’s of the Enterprise Software platforms is a necessary skill for helping Enterprises succeed. This is why at Latticework we’ve spent the last 5 years building partnerships, joint selling solutions, certifications, and go-to-market strategies with incredible technology companies like Fivetran, Snowflake, Tableau, Sigma, Salesforce, Google, and Facebook. We’ve been rewarded with amazing accounts, incredible case studies, and successful Enterprise customers as a direct result.
Technique
But beyond just understanding the general MarTech and Enterprise software landscape, there’s a finesse that Enterprises require to succeed. Their teams need domain expertise, best practices, and multi-disciplinary knowledge that can only come from being in the trenches, solving Enterprise-grade problems every day.
Enterprises need battle-hardened engineers that are seasoned in System Integration, ETL, and Software Architecture, that have had 10-20 years of first-hand experience building and managing big sprawling systems.
Enterprises need nimble statisticians who can craft and refine Multi Touch Attribution, Media Mix, and Predictive Models, that help Enterprises attribute not just digital marketing to digital sales, but also but also to trace the effects of print and Television [IAB] back to brick-and-mortar and POS sales [IAB].
Enterprises need deft domain experts who are up-to-date on emerging industry trends such a new outcome-based currencies [NBC Universal] like iSpotTV; the effects of GDPR, CCPA, and iOS14 on attribution [ANA]; as well as increasing Supply Chain pressures on margins and growth.
Latticework has invested the last 5 years in building a team of experts in each of these these domains. Each team member combines 20+ years of Data Extraction, Data Visualization, and Data Integration skills with deep domain expertise in Enterprise Marketing use cases. We’ve built deep alliances with companies like Fivetran, Snowflake, Tableau, Sigma, Salesforce, Google, and Facebook to help Enterprises bring their teams into a new era.
So if you’d like to try Latticework Enterprise, click the link below to book a free consultation.
And we’ll have you and your Enterprise brand up and running fast.