Editor's Note: Today's post comes courtesy of Mary Wallace, who has more than 25 years experience in the tech industry. Previously the Director of Client Marketing Services at UBM Tech, Mary has a diverse background in marketing, technology, consulting, and leadership that enables her to help marketing organizations implement solutions that produces optimal results. Her focus is on increasing revenue and optimizing performance through the use of strategic marketing models and processes that leverage marketing and sales automation solutions.
Marketing automation is predicted to grow by 60% in 2014, up from 50% annual growth in 2012 and again in 2013. This statistic, included in Katie Hollar’s 30 Shocking Marketing Automation Stats for 2014 article, indicates that purchasing and implementing marketing automation tools is inevitable for most companies. But investing in a marketing automation tool does not mean that it will be adopted and embraced by the marketing organization.
Adapting to change is difficult. Most of us shy away from using new tools for any number of reasons: the tools are too difficult, we don’t understand them, or simply because the change wasn’t our idea. As Niccolo Machiavelli said in The Prince, “There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things.”
For businesses to stay competitive, the adoption of marketing technology is simply not an option. Getting the marketing and sales organization committed to a successful adoption takes co-ownership, communication, and training. Here’s what that entails:
Marketing Automation can deliver significant results to the bottom line. Getting the marketing and sales organizations on board with is crucial. Through co-ownership, communication, and training, team members will more readily experience and realize the benefits of a marketing automation tool, paving the way for even easier tool adoptions and benefits in the future.