A Marketing Automation project represents a break with the status quo for most organizations. For some organizations, it may represent a dramatic, stressful, and potentially disruptive change. In fact, the Marketing Automation Journey represents a new learning curve for people in your organization (and it may be a steep curve for some of your marketers).
Here is the good news: It turns out that the stress points are very predictable and they can be proactively addressed to minimize their impacts. TopRight has identified the most common stress points associated with Marketing Automation projects and developed a diagnostic to help you reveal and remediate risks. Our goal here is to point out what creates the anxiety and then give you some ways to help different people on your team deal with it proactively so you can have better results.
10. “I’m absolutely overwhelmed. I can’t even begin to spend enough time
with the Marketing team -- I need to dish responsibility for the project
to…”
-VP, Customer Experience
9
@TopRightPartner
Conditions for Success:
•Project leader should keep the Marketing Automation
implementation moving, and maintain its momentum through to
results
•It’s important that the executive sponsor have a track record of
leading the organization through a change effort in the past
•Key stakeholders must have visibility of potential challenges and
operational implications
19 Stress Points Related to Marketing Automation
Stress Point
Sponsor Switch
14. 13
“The inbound marketing strategy and marketing technology initiatives look
very promising but I’m going to wait and see how things develop before I
commit more attention to this effort for my business”
-Business Unit Leader
@TopRightPartner
Conditions for Success:
•Expose PASSIVE commitment – Secure ACTIVE commitment
•Executives should publicly and passionately declare sponsorship and
support for the Marketing Automation initiative
19 Stress Points Related to Marketing Automation
Stress Point
Passive Commitment