Getting the house in order when it comes to data hygiene is a critical success factor for MAP migration… but, there are many other areas that also need to be addressed at the same time if you’re going to achieve a seamless transition between marketing automation platforms.
In this blog, we’ve identified the key factors that need to be considered from a higher level (we’ll follow this up with a future blog that drills down more into the operational detail).
Preparing for MAP migration: get your high levels in order
While you might have been using your existing marketing automation platform for some time, when migrating to a new system it’s an ideal time to take a step back up to a high level.
Focusing on the operational detail too soon could mean you miss out on some fundamental areas that need attention – and could potentially hold your progression back with the new marketing automation platform.
So, before steaming ahead to the migration checklist, consider the four points below.
- Buyer personas: Any good strategy starts with understanding your target audiences. Have you got up-to-date buyer personas?
- Buyer journeys: Do you have a defined, end-to-end buyer journey? If not, get your stakeholders together and set up a journey mapping workshop.
- Lead criteria: Do you know your Marketing Qualified Lead, Sales Qualified Lead criteria? Are they commonly agreed between Sales & Marketing? Typically, here is where going through the details will help to agree on a common approach.
- Metrics: Have you defined the metrics you will use to report on success? Who will need to be updated – with which insights? Did you define dashboards for different purposes and information needs?
Planning your next steps with MAP migration
If you’re confident that your high level house is now in order, you can start thinking about the operational detail. In our next blog on MAP migration, we’ll be looking at how to secure a successful path to your new marketing automation platform and helping you build an actionable checklist to make this happen.