Comments on: Implementing Marketing Automation: 2 Biggest Regrets

By: Steven Woods

Steven Woods — Mon, 26 Oct 2009 20:53:52 +0000

Howard,
A great post, and I definitely agree. What we are talking about is a change in business process, from non-differentiated communication to a model of understanding buyer interests and intents, and communicating (or getting sales involved) accordingly. This means some big changes in people and processes, and technology can only enable it.

The more we can all educate the market on the tough questions to ask, both internally, and of technology providers, the more we minimize missed expectations.

By: Kevin Joyce

Kevin Joyce — Thu, 27 Aug 2009 20:15:03 +0000

Howard, nice job highlighting this important topic. I have been involved in many Marketing Automation implementations from the top 4 vendors. Without question the failure of customers to get their lead management process agreed and documented is the biggest source of pain after implementation. Sales Management has to be present because they own at least half the challenge. Why anyone would even consider automating a complex undocumented process is beyond me. And vendors who claim them can rollout these systems in a day or two are being irresponsible if they ignore this issue. We need more firms like yours to help corporations document the process before the automation begins!
-Kevin

By: Arthur Germain

Arthur Germain — Wed, 26 Aug 2009 14:29:37 +0000

Howard,
Great insight. The report seems to lump together “process and content” but these are very distinct. Knowing what is the best content to tell your brand story at each stage of the process is the key here.

By: jefflogden59

jefflogden59 — Wed, 26 Aug 2009 12:55:04 +0000

This is an interesting post Howard. I’ve long believed that marketing automation is simply a power tool. In the wrong hands, you quickly make crap.

Deep understanding and really compelling content that resonates with prospects — that’s a must-have. But most don’t have it.

By: Christopher Doran

Christopher Doran — Tue, 18 Aug 2009 15:58:29 +0000

Howard – thanks for the mention. One distinction I found interesting in the study was the differentiation between implementation/usability and the business problem. Solutions that focus too much on how easy marketing automation is are missing the bigger picture. While a solution can be easy to use – the business problem that marketing automation solutions are solving are complex/hard. It was refreshing in the research when 78% of respondants said they would do a better job developing internal processes. This is where firms like CDI can add tremendous value.

By: Dale Underwood

Dale Underwood — Sat, 15 Aug 2009 16:26:28 +0000

Good information but not too surprising. Tools must be wrapped with a good process up front or confusion and resistance are inevitable.

I do think B2B marketers are starting to reach their limits in creative content offers to feed these systems.

Dale – EchoQuote

By: Matt Heinz

Matt Heinz — Sat, 15 Aug 2009 02:31:37 +0000

Getting buy-in, participation and engagement from sales UP FRONT is possibly the most important part of successful lead generation & nurture programs. The sooner sales & marketing realize they’re on the same team, working towards the exact same goal, the faster they’ll both be far more successful.