Getting a new marketing automation platform is one of the most exciting times in every marketer’s life. You’ve been promised 101 different things your new technology will do for you: gather contacts, nurture them, collect attribution data, pass them off successfully to sales—practically walk leads down your revenue aisle.
But not every marketing automation marriage is a happy one. After a year or so you may find that your platform is not meeting the goals you set at the beginning of implementation, or you’re struggling to execute a crucial task in the UI and have to overcomplicate workflows and processes with customization and workarounds. Is it time to switch marketing automation platforms?
Whether the system is too simple for the processes you need, or you find you’re paying far too much for something you’re only using to send newsletter emails, eventually every organization reaches a breaking point. When that point comes, the thought of switching marketing automation tools can seem too daunting a task for many teams, stopping the project before it even starts.
That’s why we’re creating a new step-by-step blog series for successfully switching marketing automation platforms. In the first installment of this series, we’ll cover the most important question you need to ask at the start of your process. The answer will act as the foundation for every action you take over the switching process: Why are you switching Marketing Automation?
It’s a pretty hefty question, with a lot of potential answers and implications for what platform you should be switching to. We recommend getting your marketing and sales decisions makers together for a brainstorm. Be sure to document your answers.
To get your session started, we’ve broken down the main question down into several different, easy-to-tackle parts:
With the answers to the above questions in hand, you’ll know whether or not switching marketing automation platforms is truly the best move for your business. If it is, armed with the talking points above, you’ll know where to get started on the search for your next platform.
If switching seems like the next best step after having these conversations, you’ll be well on your way to the next part of the process (and the subject of our next series post): Goal Setting!
Keep coming back to the SmartAcre Blog for further installments of our “Step by Step Guide to Switching Marketing Automation Platforms” series! We’ll go over goal-setting, selecting the best option for your budget, data migration, and more.
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’re 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 any problems you may have in your marketing automation platform.