Imagine I give you a fancy expensive sportscar and now I expect you to win all the championships, but blame you on every crash you make. The problem was that I did forget to ask you if you had a driver licence ....
That's exactly what happens when a marketing automation tool is acquired. We expect that now that we have this fancy tool, it will run smoothly, by just one click of a button in maximum 1 month time.
Now reality is that a lot of marketers feel stress to fail or even begin implementing it. There is a huge reality gap between management expectations and marketing operations.
A marketing automation tool is just a toolbox. You still need the strategy to fit it into your business strategy. You will need to integrate in your global technological landscape. Plus you need to train your staff not only in how to opperate the tool, but understand the underlying capabilities of it.
So plz, take your time to learn and surround yourself with experts helping you to define how you can make optimal use of your new super technology.
Marketing automation is for sure NOT plug and play and if they want to sell you that, I would challenge ;-)
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