Gleanster analyst Ian Michiels offers straightforward guidance for implementing marketing automation in the recent Gleanster Research paper, “The New Rules of Digital Engagement.” The recommendation draws on findings from the 2012 Q3 Marketing Automation survey and the Q4 2012 benchmark report on Revenue Performance.
Consider whether your existing process is working well. Automation will only accelerate mediocre results unless organizations address people, process, and technology value drivers. Take the time to re-visit marketing and sales processes before implementation, and let impending automation be a forcing tool for improvement. Once you’re satisfied with your processes, you can get on with the actual adoption.
The most common mistake organizations make is over-engineering the implementation process. There’s no need to create complicated and highly customized communication strategies. Survey results show that within the first 30 days, Top Performers are capable of using more features and benefits from marketing automation than most other organizations accomplish after the first year of adoption. How do they do it? It turns out that Top Performers simplify adoption by limiting configuration and customization on a new implementation.
[Originally published on Act-On Software]
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