Welcome back to our step-by-step blog series guiding you through the process of switching marketing automation platforms. Whether your business has grown beyond a free or low-cost solution, or you’ve realized you’re paying too much for a system that isn’t performing the way it promised, switching marketing automation is the best move for your business’ success. We’ve started this blog series to ensure that the journey is as pain-free as possible.
In the previous installment of this series, we gave you a checklist of ‘getting started’ questions that would act as a jumping off point to determine whether a full switch is best for your business. Now that you have those initial questions answered, you have a solid foundation in place to set realistic marketing automation goals. Let’s break it down.
The big picture that all of your subsidiary and smaller goals should lead up to: what are you hoping to achieve with the new platform—and on what timeline? Mapping out your goals will help your team understand which parts of your system you will need to set up, and in what order. Your goals should also cover everything you’ll want to keep from your old system: reports, templates, campaigns, and crucial workflows, for example. Setting expectations throughout keeps everyone accountable and prevents project scope creep.
Then, and you’ve likely heard this millions of times before, you need to make sure any new marketing automation goals you set are S.M.A.R.T (for a reminder: Specific, Measurable, Attainable, Realistic, and Timely). Aside from the goals that came from your automation switch brainstorm, there are a few other factors you need to consider when building out goals for a new marketing technology platform.
If you’re considering switching to one of the ‘Big 3’ platforms, our Pardot, Hubspot, and Marketo implementation scorecards provide a list of key tools and features that need to be set up to ensure businesses are getting the most out of the technology. They can provide a great jumping-off point for your goal setting!
Now that you have your ultimate goals and project budget set, it’s time to start taking inventory of your current technology stack—and exporting the info that will be going into your new system, which is something we’ll cover in our next post. So make sure you keep coming back to the SmartAcre Blog for further installments of our “Step by Step Guide to Switching Marketing Automation Platforms” series!
Do you have a question about a marketing automation switch you have planned, or are undergoing? Leave it in the comments below, and we’ll try to cover it in our upcoming posts. And if you haven’t had a chance yet, go read Part 1 of this series, “Your Step by Step Guide to Switching Marketing Automation Platforms: Getting Started”.
New to marketing automation, unsure if you have the right solution in place, or just looking to get more from your current technology stack? Our team of experts can help. Contact us today for a marketing automation audit, or to discuss ways to solve your marketing automation challenges.