Marketing automation: trust the system

 In Marketing Automation, Marketo

Being a parent for the last (almost) three years, I am by no means an expert. But I have learned an incredible amount. About myself, my children, and my family. I think I can boil it down to one phrase: TRUST the system.

So easy to say. It rolls right off the tongue, doesn’t it? But along comes the slightest; and I mean slightest (like dinner is not on the table AT 6) deviation – and there is an epic breakdown.

Here’s the thing, the epic breakdown, as much as I do not want to admit, is a sign that I don’t trust the system. And there is the root of the issue.

Trusting the system means that my husband and I have the same end goal in mind: Nurture and love our children. Take care of one another. Having the same goal is great. Having the same methods and systems for reaching that goal is not so great. This can never be, and nor should it.

We each bring different gifts, skills and experiences to the family, and that’s what makes us tick. As enticing as the idea is of having a family of mini-me-clones, it is certainly not a thriving, nurturing way to go about living. This is the best way I can think of to define what Marketing Automation can do for your company.

It’s a system you can put in place that will help your business thrive in ways you thought only achievable in your dreams. It has the ability to connect the dots for known and unknown leads on a journey to get to know your products and services better.

That means things like:

  • As the lead progresses, you get to know when he became a customer and what information it took to get him there.
  • You have insight into why it’s a good idea to cross-sell a service to X company right now. If this is a trend with many existing customers, all the better! You have the power to build a segmented list and nurture these gems along.
  • Marketing and Sales will share and understand the same taxonomy. This leads to collaboration, not competition.
  • You will have a revenue model to support your agreed upon taxonomy. This will help prove marketing is a valuable contributor to the bottom line.
  • You will have the reports that show you what is working and what needs tweaking.

This isn’t rocket science. But it is hard. It’s hard because to make the system run smoothly, you need alignment.

And, you guessed it, that boils down to trust. And to trust is hard. Every company should want this type of system. And every company should seek to build a team that is empowered and enabled. This means you hire for talent and skill, share the common goal, and you let your team do their job.

Here at Demand Spring, we can’t define your goals and we can’t make you all get along, but we can help you prove the value of Marketing Automation.

Those who are ready for the transformation are those who are ready to build a trusting relationship and will reap the benefits.

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