A couple of weeks back, I started a blog series about how to succeed with marketing automation post implementation. The core idea of the series is that implementing marketing automation software is only the beginning; you really need to align your people, processes, and technology in order to really be successful.
If you haven’t seen the first post, How to Succeed with Marketing Automation, Lesson 1: The Discovery Workshop, be sure to give it a read. In it, I discussed how to conduct a Discovery Workshop, a full day session or series of questions that help you flesh out your business requirements. After you have completed your Discovery Workshop and have a really solid understanding about how your business operates and where marketing automation fits in, the next step in the process is the Define Phase.
The Define Phase
During Define, you use all of the information gathered in the Discover phase to define a solution based on your specific needs. Your Discover phase should have sparked discussions on how marketing automation will play a key role in the business and defined how your system needs to be set up. It also should have pointed out what processes need to be updated and adapted to make sure that your implementation is a success
However, make sure you do not stop your Discovery throughout this phase. It is crucial that you check back in with your team members frequently throughout the process, as things may change. A key component of the Define phase is change management and adoption. Change management is the process of introducing and evangelizing marketing automation to your organization so it becomes embedded in business processes, and adoption is how you train your users to leverage your new solution. From your Discover questionnaire and interviews, you should have a clear picture of what organizational challenges you will face. The Define phase is where you should take time to begin implementing a plan to make sure that change within the organization goes smoothly and your users are empowered.
One of the most important ways to achieve success is to make sure that you have assigned roles to people within your organization who will own and use marketing automation. Make sure everyone’s roles are clear and be sure to train those who will be using the system on a daily basis. The more you define and train, the higher your adoption rate will be. Remember that generally people don’t like change, so make sure you are creating an environment where your teams can learn the new system and lean on each other for support.
Lesson 2: Role Assignment Template
There are typically 3 categories of team players in a marketing automation implementation: Decision Makers, Executors, and Supporting Players.
Your executive level sponsors.
- Establishes objectives with the team
- Socializes the importance of projects across the organization
- Identifies the right team members and clearly defines their roles
- Ensures forward moving progress towards goals
Your power users.
- Understands the objectives and impact on the business
- Translates business requirements to system configuration
- Works enthusiastically and cross functionally with the business and IT teams
- Executes system and program configuration
- Reports back to decision makers on progress
- Delegates tasks to the supporting players
- Makes best practice recommendations
- Analyzes the state of the system, measure success, and adjust as necessary
Your additional team members
- Embraces objectives
- Understands personal goals
- Reports back to Executor on delegated tasks
By following this template, you will have an easier time defining roles in your organization. It is important that all of your team members have a solid understanding of what their responsibilities are when it comes to managing your marketing automation solution.
Want to know more about the Drive methodology framework in order to drive success in your organization? Download our new ebook How to Succeed with Marketing Automation: A Change Management Lesson Plan.