Ever rolled out a solution that no one used? If you're in IT, you hate wasting time and money on software that users hate, or — even worse — completely bypass. Today, IT isn’t the only one using technology – in the past decade, a huge number of new platforms and tools for marketers have emerged on the market. Your marketing team wants the smartest solutions on the market, and it’s up to you to initiate a wise investment. Check out our new slide deck below to learn how IT can implement tools that the marketing team will actually use.

1. IT BEST PRACTICES
Finding the Right Marketing Solution

2. 70% of projects fail
due to user adoption
-Forrester Research
Ever rolled out a solution that no one used?

3. If you’re in IT, you hate wasting time and
money on software that users hate, or – even
worse – completely bypass.
Nothing is worse than “Shelfware”

4. Your marketing team wants the smartest
solutions on the market, and it’s up to you to
initiate a wise investment.
Today, IT isn’t the only one using technology
– in the past decade, a huge number of new
platforms and tools for marketers have
emerged on the market.

5. The key to
positive ROI is
user adoption
which
means
providing tools
your marketing
team will
actually use

6. User-embraced tools
that are also sanctioned
by IT means everyone’s
happy! It’s a no-brainer.
Here’s how IT can help
the marketing
department find a
solution that works for
both.

7. FACT FINDING
What’s your marketing team
looking for?
1

8. As you look for the right marketing solution,
your first step will be information gathering.
What objectives are your
marketing team trying to
accomplish?
What are your marketing
team’s pain points?

9. Planning and budgeting
Generating more demand
Building customer relationships
Increasing sales conversions
Measuring and optimizing
Here are some common marketing objectives:

10. Over-contacting the database
Lack of alignment with sales
Poor visibility into team-wide efforts
Inconclusive metrics
Difficulty demonstrating ROI
Here are some common marketing pain points:

11. THE RIGHT
TOOLS
Find a marketing platform that
helps your team solve pain points
and meet objectives
2

12. Great marketing solutions aren’t just
software – they’re entire platforms. Each
component of your solution is built on three
things: your marketing database of
records, your analytics, and integrations
into other tools.

13. On top of that platform, you build out
marketing applications. Your marketing
solution’s applications should help
accomplish those marketing objectives
you found in your fact finding.

14. Finally, look at the channels in which
marketing uses its tools to reach prospects
and customers. Look for a marketing
solution that supports all channels.

15. If the solution you’re considering excels in all three
layers, you’ve found a solution your marketing
team will love.

16. But how does a complete
marketing platform
fit into your existing
infrastructure?

17. IT and Operations sit at the base of the
platform, overseeing the platform’s
integration with the other components of
their architecture.
IT/Ops

18. Sales manages the CRM application which syncs
database records with the marketing platform, while
marketing utilizes the applications layer, which pulls
data and analytics from the platform layer.
Sales Marketing

19. Finally, marketing can interact with
customers and prospects through
the channels.
Sales
Customers/
Prospects

20. Here’s how this looks when you put it all together…
Marketing Customers & Prospects Sales
IT/Ops
Channels
Applications
Platform

21. But user adoption
also relies on a
successful rollout. That’s
where implementation
comes in.

22. IMPLEMENTATION
3

23. The key is to make sure both IT and marketing
are fully prepared from concept to launch.
Your marketing solution should fully support IT
and marketing through all 5 stages of a
successful implementation.

24. The stages of a successful implementation:
SYSTEM PROVISIONING
DEVELOPMENT + TESTING
INTEGRATION
ROLLOUT
MONITORING +
MAINTENANCE
Phases For IT
What Marketing
Needs
BEST PRACTICES
TECH CONSULTANTS
ADMIN & USER TRAINING
CUSTOMER SUPPORT
SUPPORT + MARKETING
COMMUNITY

25. If your solution can fully
support both
departments through all
5 steps, you’re looking
at a smooth
implementation.

26. NEXT STEPS?
1. Find your marketing team’s objectives
2. Map objectives to a marketing platform
3. Plan out a successful implementation

27. Marketing Software Built for Marketers
Marketo provides the leading marketing software for
companies of all sizes to build and sustain engaging
customer relationships. Spanning today’s digital,
social, mobile and offline channels, Marketo’s®
customer engagement platform powers a set of
breakthrough applications to help marketers tackle all
aspects of digital marketing from the planning and
orchestration of marketing activities to the delivery of
personalized interactions that can be optimized in
real-time. Marketo’s applications are known for their
ease-of-use, and are complemented by the Marketing
Nation™, a thriving network of more than 250 third-
party solutions through our LaunchPoint™ ecosystem
and over 40,000 marketers who share and learn from
each other to grow their collective marketing
expertise. The result for modern marketers is
unprecedented agility and superior results.
Headquartered in San Mateo, CA with offices in
Europe, Australia and a joint-venture in Japan,
Marketo serves as a strategic marketing partner to
more than 3,000 large enterprises and fast-growing
small companies across a wide variety of industries.