Today, I start off with observations I’ve made during my travels in Marketing Automation consulting.
These are the things I find to be the most critical to success when implementing a Marketing Automation tool:
1- Treat it like and implementation. Apply project management methodologies to the process. Include an actual plan that includes a team with designated roles and responsibilities. Create milestones and due dates. Do requirements gathering, process flow documentation across both sales and marketing, understand the metrics as-is and goals for performance, design, testing, design, testing, user testing/red light green light. Have a formal launch plan. Designate the go-to’s for roll out, stabilization, management (this means at least 1 head count!). Have a feedback loop.
2- Have a Marketing calendar in place. Know what the plans are for marketing activities so you can plan out a phased-approach implementation. Understand the priorities and tradeoffs for using versus…
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