This blog is inspired by several organisations I’ve been talking to of recent late – on both the Salesforce and Marketo side.
Their statement and then question is this: “We have so many priorities, that getting Marketing Automation in is just too hard, we can’t chew that project too“. Typically, this is for one of five reasons:
- We’re not ready – we have an ERP project to commission first
- We’re not ready – we don’t have enough content
- We’re not ready – we can see the ideas of ROI but we’re not ready to commit
- We’re not ready – our personnel are too busy – or are not skilled enough
- We’re not ready – I don’t understand my first/next steps
Let’s take them one by one:
We’re not ready for Marketing Automation – we have an ERP project to commission first
If I had a penny for every time I’ve heard this! There’s really no reason to delay these things – Marketo works just as well standalone as anything I’ve ever seen [for some clients they integrate with NOTHING initially], and it begins its job Day One very well.
I have one piece of advice:
Avoid the procrastination .. don’t delay .. get the pilot in and just start. I have NEVER, EVER heard anyone say “Wow – I’m so glad we delayed that project” .
We’ve integrated Marketo with SFDC, MSFT Dynamics, SAP, Xero, MYOB and many/many/many home-grown solutions. The gluing of these systems is not the hard part – the initial inertia to get going is.
My guess is that we could implement Marketo & begin the “marketing effort, events and building up of a ‘priority’ waiting list (and all customer lifecycle contact) via Salesforce/marketo” before you even get close to finishing the ERP procurement effort!
In my opinion – there;s really no reason to delay these things – Marketo works just as well standalone as anything I’ve ever seen [for some clients they integrate with NOTHING initially], and it begins its job Day One very well.
We’re not ready – we don’t have enough content
There’s a misconception that you *always* need lots of content on day one. That’s not true. You can build your content as you go – but on Day One, lets set Marketo up as the ‘listening tool’ – there’s lot of value in that. Then you can build the content later.
We’re not ready – we can’t see the ROI.
We have a suite of tools that can help !
We’re not ready – our personnel are too busy
When we effect the Marketo install, RMS does ALL of the heavy lifting. We can install Marketo with minimal fuss and set it all up with almost zero impact on you. And then -when you’re ready to engage, then you’ll have the benefit of the tracking information at your fingertips, and you’re not starting from scratch. Consider it a “head start”.
In total we will need to commit to approx 2 hours from one of your tech people and similarly two from your Marketing/Branding people. For an investment of 5 hours you will get Marketo up and running and gathering data.
Your people will always be too busy – don’t delay – let RMS do the heavy lifting.
We’re not ready – I can’t see a path for my first/next steps
RMS has a plan and an engagement model which sees you from adoption to close.