Realizing ROMI Part 3: How to Implement Martech
July 25, 2018
We’ve established that marketing organizations that invest in marketing technology (martech) are realizing valuable returns on those upgrades. Once you’ve taken the time to find the right marketing technology for your business, successful rollout and adoption of those tools is the critical next step. But for many organizations, upgrading, integrating and migrating new technologies can be a complicated lift. In Part 3 of our 4-part series on “Realizing ROMI,” we offer a few expert tips on how to make implementing marketing technology a success and maximize your total Return on Marketing Investment (ROMI).
ROMI Tip #1: Make a Project Plan
Successful implementation of martech absolutely requires careful planning, and careful planning necessitates the creation of a detailed project plan. A good project plan will include scope, objectives, deliverables, schedule, resource allocations, project dependencies, and cost. You should also plan to name a dedicated project manager to lead the implementation. That individual should ideally be someone who can keep the project on track, field questions from the team, and manage resources—including any vendors—who will be participating in the implementation.
ROMI Tip #2: Consider a Phased Approach
Large-scale, complex implementations run the risk of going over budget and running late. Start by rolling out new technology piecemeal so you can troubleshoot and mitigate complications along the way. You may also want to initially limit implementations to a single team for a test run before going organization-wide. In all cases, plan for a phased approach that allows you the time to test and perfect individual tools or features to maximize their impact and get it right before moving on to the next thing.
ROMI Tip #3: Get Buy-in from Stakeholders
Once you’ve got your plan in place, you’ll need support from the team members who will be most impacted by the implementation, whether that’s sales, IT, or another group. Make them aware of your plan, as well as the benefits of the new tools, and include them in the implementation process: sharing status updates, setbacks, and successes along the way. Team members that will be using martech tools will want to understand why and how they are using them. Share the benefits and risks, and be perfectly clear about how implementation may impact their day-to-day operations. Internal adoption is mission critical when it comes to the long-term success of any new technology. You should get buy-in early from internal stakeholders; you may even consider nominating individual team members to serve as internal Brand Ambassadors for your new technology.
ROMI Tip #4: Ask for Support When You Need it
If you don’t have the team in place to successfully complete an integration, consider looking to expert third-party technology partners for support. A trusted partner with experience implementing best-in-class martech stacks can guide the process. That will ensure you have the tools you need to satisfy your business objectives. You may also want to lean on your marketing technology or SaaS vendors to assist with aspects of the implementation. Any company worth doing business with will be motivated to help you succeed.
With the right team and processes in place, most organizations will see big results from every martech tool they implement. Stay tuned for the fourth and final installment of our 4-part “Realizing ROMI” blog series. We’ll continue to share our battle-tested perspective and practical advice for moving the needle on digital transformation for your organization.
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