19 stress points of marketing automation
TRANSCRIPT
@TopRightPartner
19StressPointsRelatedtoMarketingAutomation
SponsorshipIssues
@TopRightPartner
1
19StressPointsRelatedtoMarketingAutomation
“Obviouslythisisgoing toneedclosecoordination withongoing ITprojects.Thiscanbeanaggressiveaddition toourCustomerDataWarehouseprogram.”
- CIO
Conditionsforsuccess:• It’skeythatexecutivespubliclyandpassionatelydeclaresponsorship andsupport fortheMarketingAutomation initiative
• Leadersmustappeartotheteamas“inthegame”andheldpersonallyaccountablefortheiractions
StressPoint
@TopRightPartner
“Look,IknowJohnisanimportantmemberofyourMarketing team,butIneedhimback.IjustlostJane.”
-Manager
Conditionsforsuccess:
• Theprojectmustbeappropriatelystaffedwithhigh-quality, highperforming talenttomeetthebusinessobjectives
• Resourcesontheprogramshould tobepeoplewhoarereallyimportant tothebusiness
• Peoplemustsupport thedecisiononceitismade
2
19StressPointsRelatedtoMarketingAutomation
StressPoint
ResourceDraining
SnipingandRumors
@TopRightPartner
3
“Theysaythisisallaboutautomatingsomeoftheheavylifting thatwedotodayinrunning campaigns,but itdoesn’t takeageniustofigureoutthatthisisgoing toresultinlayoffsonthemarketingteam”
-MarketingAssociate
ConditionsforSuccess:
• It’srequiredtohaveclearcommunicationsandnurtureofinvolvement,practicing“straighttalk”andhonesty
• Theremustbeasharedunderstanding ofthedesiredbusinessoutcomeandfullyalignmentofdemandsandnextsteps
• It’skeytocommunicatetheimportanceofMarketingAutomationtothebusinessateveryavailableopportunity
19StressPointsRelatedtoMarketingAutomation
StressPoint
ScopeCrisis#1
@TopRightPartner
4
“Togettothebottom-linebenefitswe’reafter,weneedtoimmediatelyevaluateallofourexistingcustomertouchpointsacrossmarketing, sales,service,operationsandfinance”
-ProjectLeader
ConditionsforSuccess:
• Theremustbeasharedunderstanding ofthedesiredbusinessoutcome
• Theprojectstaffshould representthecross-functionalexpertiseneeded tomeetthebusinessobjectives
19StressPointsRelatedtoMarketingAutomation
StressPoint
5
“You’veshownusthecustomerpersonas, thejourneymapandanimplementationplanthatisbasedonabunchofassumptionsandthings thatwejustdon’tknowyet-- andyouwanthowmuchmoney tolaunchyourprototype?”
-CFO
@TopRightPartner
ConditionsforSuccess:
• Theremustbeamutuallyagreedbusinessoutcomethatisclearlydefinedandmeasurableintermsofstrategic,operational,economicandorganizationalbenefit
• It’simperativetobuildabusinesscaseforjustifying theinvestmentandquantifying theexpectedreturn
19StressPointsRelatedtoMarketingAutomation
StressPoint
TestofNerve
6
“Ireallydon’tunderstandwhywearefocusingon‘transformation’ --weallknowthataninbound marketingapproachisnotconsistentwithourfeet-on-the-streetsalesstrategy”
-VP,Sales
@TopRightPartner
ConditionsforSuccess:
•Anagileimplementationplanshould inplaceandagreedwithallinvolvedparties
•Decisionsshouldnotdividethegroup intowinnersandlosers
•Projectleadermustkeepteamengagedandsharenewsuccessstories
19StressPointsRelatedtoMarketingAutomation
StressPoint
SmokeandFire
7
WetBlankets
“ThenewMarketingworkflow looksfine,butyouareaskingustointegratedatafrommoresourcesystemsinsixmonths thanwe’vedoneinsixyears”
-VP,Technology
@TopRightPartner
ConditionsforSuccess:
• Leadersmustberealistic,maintainingscope,teamandtimeinbalance
• It’simportanttosetupexpectationsandhaveaclearunderstanding ofneededbusinessresultsandtiming
19StressPointsRelatedtoMarketingAutomation
StressPoint
8
“Wow,ifwe’vegottowriteoutthebusinessrulesforeverymajorexceptiontothisMarketingprocess,we’llbesittingherewritingthemuntilnextyear.They’reoutoftheirminds”
-ProjectLeader
@TopRightPartner
ConditionsforSuccess:
• Scopemustbealignedwithdesired results
•Keystakeholdersmusthavevisibilityofpotentialchallengesandoperationalimplications
•Decisionsthatarealreadybeing implementedshouldnotfrequently reconsidered
19StressPointsRelatedtoMarketingAutomation
StressPoint
SuddenDepthScare
“I’mabsolutelyoverwhelmed. Ican’tevenbegin tospendenough timewiththeMarketing team-- Ineedtodishresponsibility fortheprojectto…”
-VP,CustomerExperience
9
@TopRightPartner
ConditionsforSuccess:
•Projectleadershould keeptheMarketingAutomationimplementationmoving, andmaintainitsmomentumthrough toresults
• It’simportantthattheexecutivesponsor haveatrackrecordofleading theorganization throughachangeeffortinthepast
•Keystakeholdersmusthavevisibilityofpotentialchallengesandoperationalimplications
19StressPointsRelatedtoMarketingAutomation
StressPoint
SponsorSwitch
“Look,I’mresponsible forthebottom linearoundhere,soI’mgoingtocalltheshots”
-BusinessUnitLeader
10
@TopRightPartner
ConditionsforSuccess:
• Thesponsor shouldhaveascopeofauthority,powerorinfluencecommensuratewiththescopeofchangeinvolved
• Leadersmustdemonstratetheabilitytotakedecisions,makethingshappen, influenceothersandkeeptheteamengaged
19StressPointsRelatedtoMarketingAutomation
StressPoint
OwnershipStruggle
“Okay,ifwetrytodoeverything inthisprojectplan,we’llneed26prototyping teams,7pilotprocessesandover50%ofthecompanyworkingonthishalf-time.”
-ProjectTeamMember
11
@TopRightPartner
ConditionsforSuccess:
• Theprojectshould berealistic,withscope,teamandtimeinbalance
• It’skeytomanageexpectationsandenergy,balancingworkandplaytokeeptheteamengaged
19StressPointsRelatedtoMarketingAutomation
StressPoint
ScopeCrisis#2
12
“Thisisnotthewaytorunahighperformancemarketing teamandit’scertainlynotthewaywegothere”
-BusinessUnitLeader
@TopRightPartner
ConditionsforSuccess:
• Leadersneedtobehighlycredibleandcommandorganizationalrespect
• Leadersshould takepersonalresponsibility formanaginganymajorconflictsraised
19StressPointsRelatedtoMarketingAutomation
StressPoint
InformedResistance
13
“Theinboundmarketingstrategyandmarketing technology initiativeslookverypromisingbutI’mgoing towaitandseehowthingsdevelopbeforeIcommitmoreattentiontothiseffortformybusiness”
-BusinessUnitLeader
@TopRightPartner
ConditionsforSuccess:
• ExposePASSIVEcommitment– SecureACTIVEcommitment
• Executivesshould publiclyandpassionatelydeclaresponsorship andsupport fortheMarketingAutomation initiative
19StressPointsRelatedtoMarketingAutomation
StressPoint
PassiveCommitment
14
“Weweresupposed toincreasethequalityandthenumberofSalesQualifiedLeadsby5x.Aftersixweeks,we’reactuallyseeingfewerleads,lowerproductivityandourbestsalesguysaregrumbling”
-VP,Sales
@TopRightPartner
ConditionsforSuccess:
• It’scrucialtohaveaclearunderstandingofneededbusiness resultsandtiming
• ThescopeoftheMarketingAutomationprojectmustbeappropriatetoobtainthebusinessresultsdesired
19StressPointsRelatedtoMarketingAutomation
StressPoint
EarlyResultsDisappointment
15
“Ican’tbelievethey’restillnotenteringcorrectdataaboutcustomerinteractionsandcontinuing towasteourtime-- theseguysjustdon’tgetwhatwe’retrying todowiththisproject!”
-ProjectLeader
@TopRightPartner
ConditionsforSuccess:
• Theprojectmustbeappropriatelystaffedwithhigh-quality,highperforming talenttomeetthebusinessobjectives
• Leadersshouldhavetheabilitytodelivercriticismeffectively
• It’simportanttopractice“straighttalk”andhonesty
19StressPointsRelatedtoMarketingAutomation
StressPoint
RealWorldShock
@TopRightPartner
16
“It’sworking forthatbusinessunit.Iwanttoknowwhyitisn’tworking forallofthem!”
-CEO
ConditionsforSuccess:
• It’simportanttohaveaperformanceevaluationprocessinplace
• Stakeholders shouldhaveaclearunderstandingofneededbusinessresultsandtiming
• Eachkindofbusinessmayhaveadifferent resultandshouldhaveacustomizedperformancemeasure.Thescopemustbealignedwithdesiredresults
19StressPointsRelatedtoMarketingAutomation
StressPoint
ShockoverEarlyFailures
@TopRightPartner
17
“Ithinkweneedtotakemoretimetounderstand thisbreakdowninthatbusinessuntilbeforewegoanyfurther”
-BusinessUnitLeader
ConditionsforSuccess:
• LeadersshouldhaveACTIVEcommitment forasuccessfulimplementation
• It’simportanttohaveaclearcommunicationofpurpose, timingandprocessofchange
•Decisionsmustbemadewithanunderstanding ofimplications
19StressPointsRelatedtoMarketingAutomation
StressPoint
ImplementationCrawl
“ItookthisjobbecauseIlikedbeingabletodomyownthing–coming toworkisnevergoing tobethesameagain”
-MarketingAssociate
@TopRightPartner
18 ConditionsforSuccess:
• Employeesshould seethereasonsforchangeandbecomeactiveadopters
• It’simportanttohaveaclearrewardandrecognition forvaluecreationtokeepteamengaged
• Thereshouldbecommunicationson theimportanceofMarketingAutomation tothebusinessateveryavailableopportunity
19StressPointsRelatedtoMarketingAutomation
StressPoint
PainofChangeorLoss
“Webetterletthisnewleadnurturing campaignrunafewmoremonthsbeforewecanbeclearonhowwellitworks.”
-ProjectLeader
@TopRightPartner
19 ConditionsforSuccess:
• It’simportanttohaveacleardefinition ofwhatsuccesslookslike
•Keyexecutivesandstakeholdersmustbefullyalignedonthepriorityoftheeffortandachievementofintendedoutcomes
19StressPointsRelatedtoMarketingAutomation
StressPoint
EvaluationAvoidance
@TopRightPartner
AMarketingAutomationprojectcanbeajourneywithmanyupsanddowns…Butthestresspointsonthejourneyarepredictableandcanbemanagedtoassuresuccess.Infact,successinMarketingAutomationgoeswaybeyondjustchoosingtherightvendor.YouneedtohavetheFiveConditionsforMarketingAutomationSuccesstomaximizeyourROI.
Clickheretotaketheonlineassessmentnowandevaluateyourcurrentsituation,soyoucantakeappropriateactiontohavealltheconditionsinplaceforasuccessful
MarketingAutomationimplementation.