One of the most common mistakes with Marketing Automation implementations is to put technology decisions at the forefront of driving change, without understanding what the outcomes need to be.
Given that the average marketing and sales stack has 14 pieces of technology in it, it’s not surprising that many are blinded with choice and overcomplexity.
To avoid falling into this trap, start with your business growth objectives in mind:
- How do these translate to where you need to be with marketing over time?
- How can you get there most effectively?
Once you have established these, start with designing frictionless buyer outcomes, followed by the understanding that you need the right culture and team. Only then can you go on to match this to the technology, which you can easily do in just three steps:
- Begin with your audience in mind
Then think about how you can optimise their buyer journeys, creating an ‘art of the possible’ version of what you require.
- Break this gold state customer journey down
Into areas you can start improving from day one of your migration… and those improvements which should be roadmapped for the future.
- Address the organisation part now
Identify gaps in your capabilities and define your ideal target operating model. Break this down to individual role profiles to assess what the needs are around training and wider enablement activities. Or perhaps you need to redefine the structure of your Marketing Operations team or introduce new capabilities?
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