A Marketing Automation Platform has the ability to quantifiably and unambiguously turn a marketing organization from a cost center into a revenue center. However, choosing the “right” platform is critical because the credibility of the marketing team rests in how it delivers on the expectations.
We all want to tame the beast to our advantage. Yet more often than not, I run into clients who lack a structured approach to go about selecting the “right” platform that not only addresses their needs, but also optimizes the spend, minimizes the learning-curve and scales with the organization.
So in that vein, the following is a 50K-foot view of a process to think through when rolling out a MAP:
A. Analyze the legacy business processes –
B. Business Objectives/Requirements –
C. Audit all existing databases –
D. Marketing Plan –
E. Tracking and Metrics –
F. Stay away from analyses-paralyses
Remember…a Marketing Automation Platform, like marketing, is a journey and not a magic wand. So explore, evaluate and scale …