Marketing automation implementation takes time, patience and a working knowledge of how automation platforms function. There are a number of things that you need to keep in mind if you wish to do marketing automation implementation on your own. It depends not only on you but the capabilities of your organization as well.
Marketing automation implementation is extremely crucial for the success of any company. If you can implement it correctly then you have won half the battle already.
These are the things that you should be aware of or at least keep in mind if you are planning to implement marketing automation on your own:
Never Carry Forward Old Processes
You are probably investing in marketing automation because your existing process is not cutting it. Yet, some people make the mistake of trying to emulate their own business process. Why should you?
If you are looking to increase the efficiency of your department, then you need to let go of these old processes. In fact, take advantage of the new implementation project to get rid of everything that was old and insufficient.
More Involvement Is Required
Marketing automation is not just a tool for marketers. It is a tool for your Sales team as well. If you want the process of implementation to be a success, you will have to involve more people to address their problems. Both the Marketing as well as the Sales teams need to sit down together and find what problems can be addressed through marketing automation.
Whenever you are investing a new piece of technology, it is important that you get inputs from everyone who will use it.
Moreover, you should also make sure that key stakeholders and members of the senior management (CXOs) are involved as well. Everybody has an important part to play, and it often helps if you have everyone’s support.
Also Read: Why Sales and Marketing Alignment is Important for your Company's Success
Underprepared Processes
Marketing automation is not a solution to improve bad marketing. It can only improve well thought-out marketing strategies. If you want to do marketing automation implementation, seriously, you will have to keep this in mind.
You should come up with a set of goals that your organization wants you to fulfill. Chalk out what you need before implementation, not during implementation or after implementation.
The Thin Line Between Implementation and Integration
Of course, it is important that you successfully integrate your new marketing automation platform with your CRM. But do not let this process of integration dominate the process of implementation. Implementing marketing automation is much bigger and important than a mere integration with a legacy system.
Enforce Implementation Timelines
You have to be disciplined in your approach if you want a successful integration. While implementation does take some time that does not mean you have all the time you want. Many attempts of successful implementation tend to fail due to this reason.
Most of the times, what happens is that marketers get bogged down by their workload. This, in turn, makes them push back their marketing automation implementation responsibilities. But, if you have to implement marketing automation, then establish a strict timeline. Otherwise, there will be no way to gauge your progress.
But, if you have to implement marketing automation, then establish a strict timeline. Otherwise, there will be no way to gauge your progress.
Enforce Usage
People are always unsure of using new software. They will always prefer the legacy tool that they have been using. They will justify using it by saying that it is much better because they are familiar with it. If you want to implement a serious change in your organization, you have to be strict.
You will have to ensure that usage of marketing automation is not optional. I know that this is not part of the process of implementation. But, if people end up not using it, what is the point of implementation?
Listen To Your MarTech Vendor
Most marketing automation vendors offer resources for successful implementation. See what your vendor has to offer. While small vendors offer online tutorials and FAQs, the larger ones will provide much more for a certain fee.
However, it is important to at least consider your vendor’s viewpoints. This is because you are using a product that they created. They are the ones who have the most knowledge about it, so see what they have to say.
But, do keep in mind that end-to-end implementation is a myth. Vendors will help you till a certain point. After that, you are practically on your own. It is far safer to hire a marketing automation implementation expert to carry out the implementation.
I’m not trying to scare you in any way. Marketing automation implementation is a business critical decision, so it is better to be very careful about it. If you are sure that you can pull it off, then go ahead. But if you are unsure, why take such a risk?
You can always drop us a line at [email protected] and we will be glad to help you with your implementation!