In my work, I have had the pleasure of speaking with numerous enterprise marketers from around the world. And I’ve learned something crucial in the process—many companies seem to face the same woes when it comes to implementing their marketing automation solution, particularly those who are attempting it on a global scale. Why is this a common theme? Two of the biggest culprits I’ve seen are a lack of a sound deployment strategy and a lack of alignment within the organization.
But, trust me, we can move past this! How? By following a set formula for achieving deployment success. According to research from the Marketing Leadership Council, the formula for successful marketing automation deployment is comprised of:
- 50% of your success comes from organizational alignment
- 20% of your success comes from your marketing tool, and
- 30% of your success comes from the particular methodology to implement these tools.
4 Steps for Global Deployment Success
Whether you’ve bought or inherited a marketing automation solution and are now tasked with going global, we’ve outlined the key elements for a successful global deployment. Going global with marketing automation requires a broader set of thinking that covers not only issues related to identifying and segmenting differential, regional buyer personas, but also the concurrent challenges inherent to managing your marketing operations.
Here are four steps to follow for global marketing automation deployment success:
1. Ask the right questions
Understand the unique challenges that your organization could potentially face before rolling out a global deployment strategy. Ask yourself:
- What is our current size and growth potential?
- Has our company attempted deployment in the past? If so, what worked and what didn’t?
- Realistically, how long is rollout going to take us?
- What will onboarding and training in each region look like?
- How will the rollout be staffed?
2. Select a deployment method
Cost and time are two considerations enterprise company executives are most concerned with when selecting a deployment method.
- Decentralized Model: A decentralized model allows companies to roll out a new marketing automation platform across all locations simultaneously, since each location has its own deployment team.
- Centralized Model: A centralized deployment model also creates more effective reporting because a core group or individual is handling all of the major decisions applicable to new software implementation.
3. Drive organizational readiness
Implementing marketing automation software into an enterprise requires more than just technical work. Beyond the technical side lays the political and cultural aspects that come with any change to the status quo.
4. Measure metrics that matter
Prior to getting started with deployment, it’s crucial for the enterprise to outline and settle on success metrics for all locations to use. Otherwise, each location will naturally adopt its own metrics and there will be inconsistencies around the organization.
Want to learn more about how to enable your enterprise to have a successful global deployment of marketing automation? Check out our new ebook, How to Think About the Global Deployment of Marketing Automation for Enterprises.
And now, I want to hear from you! Which tips and tricks have worked for you as you’ve deployed your marketing automation solution globally?