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 …
With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.