Ensuring Successful Marketing Automation Solution Implementation
Usage of marketing automation solutions can streamline sales and marketing operations to a great extent. However the implementation of such sophisticated solution presents complexity and common pitfalls that can be avoided with some marketing automation software implementation best practices. In fact efficient operation of such solution depends largely on advance preparation as the automation technologies go from purchase to getting put to work.
Following logical steps in implementing marketing automation solutions
Firstly it’s important to define the business problems and then work through the solution. Setting milestones and defining the metrics to track the progress and to measure the benefits of using marketing automation solutions is the next logical step. Today social communities are widely exploited by organizations for marketing purpose, but very few of them actually use them to the best of their advantage to promote their offerings. Hence it is essential to understand how these social media channels work and how people use these channels before jumping into it. Determining your social goal and using analytic tools to measure and monitor the social activities over time is the key to successful social media marketing.
Technology aspects to consider while deploying marketing automation solutions
User adoption is critical in running the solution effectively. Therefore go for solutions with more intuitive User Interface (UI). In fact many marketing automation vendors are customizing their applications to suit specific user roles. It should be remembered that even if the solution is endowed with powerful analytic tools, it could tantamount to nothing if the user is unable to properly handle it. Organizations must make it a point to invest in training and education before starting to use the solution. A clear idea about operational changes and other forthcoming changes in strategies, processes will put the employees in a better position to make more efficient use of the marketing automation solutions.
Statistics show that an organization can typically save as much as 20% of total sales and marketing costs by organizing and automating key sales and marketing processes. Better co-ordination between sales and marketing teams to convert maximum number of leads into winning deals is possible only though the use of a framework that will establish standard definition for lead qualification, lead scoring, build joint teams to facilitate consequent sales enablement and include provisions for reporting. Additionally design your campaigns keeping both and marketing and sales team in the loop. For example a well-structured offer for a new service or product might drive a potential customer to contact the sales people for more information. So if your sales team is not conversant with the offer they might end up painting a picture of incompetence.
The next important thing is to find an executive sponsor who understands the value of marketing automation solutions and the need for process changes to keep the project aligned with organization’s strategy and portfolio direction. Likewise the solutions implementation should be also aligned with the company objectives.
Because of recession and economic downturn companies across industries and across the world have experienced budgetary constraints over the past years. Under such circumstances sales and marketing teams are made to face accountability requirements wherein they have to justify the expenses made as part of their efforts. So implementing a proven marketing automation solution is not just enough for them or for the companies. Companies have to follow the right methods in implementing the same.
Create optimal sales and marketing plans and come up with quick wins, thereby paving the way for projects expansion. Show ROI to get budget approval and stay focused on the business goals. That’s the most effective and promising way to get started on marketing automation.