As I talk to marketers about their goals and objectives for 2009, many are looking at marketing automation systems. While I applaud their forward thinking, I also find that they are making decisions without iron clad ROI and/or a true understanding of what a marketing automation system can do for them.
We highly recommend building out a series of Use Cases which will:
- Show specifically what the investment will return for you and by when
- Provide a clear vision to how the solution will be used
- Engage and align all key areas of the company – sales, marketing and senior management in the process thereby producing buy-in, collaboration and a common vision
- Create your “Go To Market” campaign schedule with agreement from all parties
- Provide your training case around your solution
How did you approach this important spend?
