Selecting the right marketing automation system can be gruesome. Changing or adopting a new marketing automation system is even more gruesome. When leaders decide to acquire a new marketing automation system, they should be effectively enabled to take their teams through the transition process as seamlessly as possible.
Leaders can be effectively enabled for the change by following these tips.
1. Involve the main stakeholders in the decision process
Marketing automation systems are employed by several stakeholders in any business and involving them from the very onset of deciding on the best automation system is imperative. These stakeholders include sales, marketing, data and IT, who should all be involved in the selection process and implementation as well. They should be adequately trained on the system so that they are able to assist and oversee its implementation and use by teams.
2. Prepare to migrate your marketing data properly
Leaders should ensure that their data is properly migrated into the new marketing automation platform. This will help ease the transition once the organisation starts using the marketing automation tools. It is common to find that some of the data is incomplete or of low quality. A proactive approach to data strategy and management needs to be taken to ensure the data that moves into the new marketing automation system is relevant and useful. Otherwise, you put garbage in and you get garbage out.
3. Prepare corresponding metrics and set goals for the transition
Leaders should proactively establish goals and then put together performance indicators that will be used to monitor how the team is progressing towards achieving set objectives. Changing into a new marketing automation system should not be rushed. It is a large project and it should be evaluated and adjustments made every step of the way so that the business gets the most from it. Goals should be set with a realistic phasing, taken into consideration the time it will take to build and migrate programs and upskill the team.
4. Engage IT in the transition process
Marketing leaders ought to work closely with their tech leaders when transitioning into a new marketing automation system. The process requires tech guidance from evaluation to deployment and maintenance.
IT leaders can help in developing a cost-benefit analysis for the services the automation system offers.
IT professionals can also offer guidance on the best automation system to go for, customised to the organisations unique set of needs. The biggest potential pitfall when it comes to switching marketing automation vendors involves issues with technology integrations. Addressing existing and unforeseen issues from the very onset can save the business a lot of time and money.
5. Identify Change Sponsors and Agents
Leaders and teams are often not effectively enabled to adopt and drive Marketing Automation Change. It is essential that leaders become sponsors of change, helping to create and communicate a vision for the future state and a compelling case for "why" change is required. Marketing teams are change fatigued, so leaders need to clearly demonstrate the "what's in it for me" for teams, and paint a picture of the future state that inspires action and adoption. Change agents within the team need to be identified and activated in order to embed the change.
Collagis recognises a gap exists between technology implementation and the effective embedding of people and process to support sustainable and effective MarTech change. Collagis can support your organisation in bringing best practice process change and program management toolkits and approaches to help enable Marketing Automation change. We can customise these to suit your unique needs and challenges during marketing automation transition process.
Want to know more about how to effectively manage Marketing Automation change?
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