It is no longer a question of if companies will implement Marketing Automation but rather when. Sales departments already accept the need for CRM systems, and finance know they want ERP as automation offers a great competitive advantage. As your competitors benefit from the automation, your business will be significantly disadvantaged if it doesn’t.
What we learn from CRM and ERP implementations is that just choosing a good software provider and installing the system is NOT going to provide the best solution.
To succeed in Marketing Automation you need more than just software, you need to have three key factors supporting it;
1) Methodology – the entire process being correctly mapped out right from beginning to end; from lead generation to the sale (and beyond if you really want to max-out your ROI).
2) Key personnel – the key individuals critical to the success of the project are the board and company management team. Without them onside you are sunk before you start. From there you need to pool resources to win the hearts and minds of everyone else.
3) Content – Content is King; original, structured, targeted, timely, engaging good quality content is priceless.