One of the biggest questions facing companies that are just starting out on their marketing automation journey is how to correctly prepare their business and teams for the changes ahead.
Even as all marketers have the ability to apply those tools effectively over time, every project has a starting. planning rollout and training techniques, building systems integrations, updating web sites, planning and developing content, cleaning information—these can all be essential tasks in the early days of implementation.
While you’re on this exciting new journey, there are many things to do, however there’s one thing you shouldn’t do—panic! here are the top 5 important moves for buying your business prepared and organized for the road ahead:
1. Get Alignment among Stakeholders:
The changes required for marketing automation can’t be done successfully in isolation. everybody who has a stake in each the implementation journey and within the completed process wishes to understand your business desires and timelines. these people also need to be given the chance to agree and commit to a realistic plan for their participation within the process.
Don’t spring this on all people last minute. important teams to have in alignment with are sales management, income operations, the CRM administrator, IT staff, and a webmaster or digital team. depending on the size of your business, this could amount to 3 people—or 20! just make certain to cover all these roles.
Prepare a simple document outlining the reasons for and benefits of the change, and distribute this together with a high-level plan for the timing and activities involved in your implementation. in case you aren’t sure how to do that, your implementation consultant can help you.
2. Identify Any Skills Gaps:
Work with your implementation consultant to identify the technical skills and operational requirements needed to implement your new systems and procedures effectively. If you could identify key skills gaps early in the journey, it allows you the time to either teach existing people in those skills, hire new people, or finances for outsourcing tasks if it’s a one-off requirement.
Consider the following skills:
- API programming for a one-off systems integration.
- Designers who can build you a suite of cell responsive e mail or landing web page templates.
- web developers to integrate new demand generation forms in your website.
A strategy many teams use is to factor in external help for the implementation section, and to train your internal team on how to use and maintain the assets and systems you’ve built long term.
3. Spread the Load Around:
There is a few upfront effort required in getting marketing automation set up. Don’t put this all on one person! share the load, and the training, amongst multiple staff, if possible.
Be cognizant of the fact that your teams are doing this implementation on top in their normal workload, and that decisions that need to be made are often a collaborative manner involving more than one people with busy schedules.
Also, if only one person knows everything, they become a risk factor on your project achievement. until they had been meticulous about documenting everything, they may have hoarded the information about your systems and procedures. this will put a hole in your marketing operations process if that person, say, goes on extended leave or moves into any other role.
Think about it this manner—marketing automation is going to become one of your core business systems. You wouldn’t dream of operating your business with out backup systems for disaster recovery. So why would you not build redundancy within your teams as well?
4. Invest in Training:
Factor into your planning the time investment involved to assist your new employees effectively onboard and gain skills in this new marketing automation world, specifically if that is their first exposure to the software program. this might seem like a no-brainer, but many companies see only the line-item price of this training, and not the long-term benefit that foundational training can give to the team.
Training has the dual advantage of not only giving your teams new and essential skills, but also telling your team you’re committed to their achievement (and to them!) nothing gives marketers confidence like knowing that their organization is willing to invest in them to gain the skills and experience required to do the job right.
5. Think Iteratively and Get Quick Wins in Marketing Automation:
When you buy marketing automation platforms there’s a lot excitement and promise, so much you can do, such a lot of big desires and plans across the company. You need to maintain that excitement, for it’s a part of any successful implementation. but, it’s imperative to section in the project to take on smaller goals first of all, get some quick wins to demonstrate for your team and the business which you’re moving within the right direction, and then broaden your objectives to do bigger things.
There’s nothing wrong with having a big vision; in reality, every team needs one to succeed. unfortunately, the tendency to take on too much too fast can derail your hard-won progress and make your marketing team experience like it’s all a bit overwhelming.
Most significantly, don’t forget to take the rest of the business with you for your journey. communicate your successes. make certain that others see you moving towards specific goals and that you’re hitting those goals. to help you maintain the momentum towards where you ultimately want to be.