Obtaining the resources for optimal implementation of marketing tech investments is a challenge for many marketing organizations.
“Many people I talk to do face cultural and HR issues in their companies,” says Kevin Lee, executive chairman, Did-It. “A lot of solutions require close to full adoption to work properly. If a person has used post it and a whiteboard for years to manage marketing the move digital [can be difficult].”
Lee will lead the panel “The Integration/Automation Journey: Charting a Course for MarTech Success” at B2B Leadscon, Aug. 22-24 at the New York Hilton.
Attendees will learn how to choose the platforms and suites that are right for their brand; the questions to ask vendors (and yourself) before investing in marketing tech; and the critical factors to consider for successful integration. Other panelists will include Joan Dowling, field marketing team. Vodafone Americas, and Tenisha Ramsay, corporate vice president, New York Life.
Before a tech purchase is made, Lee suggests getting buy-in from those who would be heavy users. “They’ll be more likely to use the solution if they participate in the selection process.”
The plan for the transition process to a new system should also be fleshed out, he notes. Before implementation, make sure you have the budget for proper training and data transfers and input.
Marketing tech implementations are also aided by a good relationship with the IT organization, says Lee. It pays off when there is a willingness for the two organizations to work together instead of at cross purposes.
Before investing in tech, marketers should look at their goals and objectives, and really understand what they want to accomplish. “In the end, what is the business strategy you’re executing against?” Lee says. “Think first and foremost what will help you improve customer acquisition and conversion rates.”
Lee is a featured speaker at B2B LeadsCon, Aug. 22-24 at the New York Hilton. For more information, click here.
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