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Why Marketing Automation Is More than Just a CMO Concern

Why Marketing Automation Is More than Just a CMO Concern

Marketing automation impacts the entire C-suite – and that’s important when justifying the investment to key stakeholders.

Just as CRM platforms revolutionised the sales industry, marketing technologies are becoming indispensable for businesses all over the world. Yet despite growing adoption, one misperception lingers: that these tools are relevant only to marketing leaders. The truth is that marketing automation impacts the entire C-suite – and that’s important when justifying the investment to key stakeholders.

Ask your average C-suite executive about marketing automation and they’ll often assume it’s about automating and personalising emails. But what marketing automation really does is broaden the executive vision of operations, drive sales opportunities and enable ROI accountability across the company.

Cross-department benefits

Marketing automation has the power to super-charge the CRM system and sales pipeline. Let the chief sales officer know that both platforms will work in tandem, with marketing automation enabling the additional personalisation that’s needed to scale relevant content to customers and prospects. Once sales leaders grasp the potential for higher sales productivity and more opportunities, they’re much more likely to be enthusiastic about the adoption.

The other leader highly impacted by the investment is the CIO or CTO. Because they’re responsible for overseeing the overall tech stack, you’ll need to explain how your marketing automation platform helps better service clients and potential customers by targeting content and improving their interactions. The tool’s robust reporting and tracking capabilities can create more efficient analytics and reporting.

Another beneficiary is the chief personnel officer. By measuring engagement with employee communications, they can gauge which areas are of most interest to the internal audience. The chief legal officer will be supportive in how the tool helps better instrument and standardise campaigns to ensure the company’s adherence to laws regarding customer privacy, logo and trademark infringements, as well as adherence to legal disclaimers for promotions.

The CEO and CFO may not be directly impacted by marketing automation, but they have as strong a stake as anyone. Why? Because marketing technology tells the story of impact – by tying the technology investment to overall revenue and efficiency, the platform can reveal the components driving both direct and influenced revenue. Tip: set expectations in terms of the metrics impacted by the tool. Not only will you show ROI on your solution, but you’ll be able to justify your marketing investment across channels by attributing impact.

Finally, the CEO will be interested in the revenue impact, sales and marketing growth, as well as the heightened customer satisfaction. From empowering the CMO to demonstrate ROI to a happier CFO, and the greater strategic alignment between the CSO and the CMO, the CEO will recognise the benefits across the organisation.   

These interconnected factors should strengthen support for your marketing automation investment. But you’ll probably still compete for limited resources, which means you’ll need to be precise about the advantages of marketing automation to improve every aspect of the company.

This happens in two major phases.

Focus on ROI

Explain the potential ROI to stakeholders through relevant stories.

Bring the benefits to life by connecting marketing automation’s potential to real business situations.
For instance, most marketing technology tools have a plug-in for social media management. Not only does this make it easier for your team to create, schedule and measure social campaigns, these tools can do double duty as a listening post, helping you discover what’s trending about your brand on the internet. Your team can respond in real time to conversations and complaints; a serious advantage for boosting buyer engagement and brand management.

Another illustration of tangible value is the technology’s client profiling function. Here salespeople can monitor prospect interactions such as forwarding or opening emails, consuming content or spending time on other activities on the site. These insights are key to helping the sales team shape actionable strategies for better engagement. And because marketing automation tools usually plug into the CRM, the sales team won’t need to learn another system – always a selling point.

Leverage strategic partners

Educating the C-suite on marketing automation benefits is only step one. Once the platform is in play, you’ll need to prove the ROI on an ongoing basis.

The key here is using a skilled and experienced partner in implementation. Marketing automation is not a plug and play tool, despite what the technology sales rep might tell you. Taking advantage of its full potential involves a considerable transition, something many CMOs underestimate. Often marketing leaders will try to use their new tool with their existing systems and processes, basically to do what they’ve always done more efficiently.  But, a year down the road, they find few of the benefits they promised have materialised. This is why it’s just as important to ask for the strategic and operational resources to support the technology, and not simply the platform itself.

The reality is that you’ll need to reengineer your processes to adapt to the system – not the other way round. After all, there’s no point in buying expensive technology to do what you’re already doing. Because your implementation partner has shepherded other companies through this kind of change, they’ll help you design productive new pathways that work with your new technology and ensure your tools are aligned with proper reporting and analytics across systems.

Marketing automation is not an overnight revolution. Your partner will guide you into building out the new functionality and new strategy in phases for a smooth transition that allows you to deliver on your promises. From lead management to increased sales, the advantages of marketing automation are undeniable. It’s just a matter of laying the right groundwork and getting full C-suite support for a new chapter in marketing success.

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Got a question or comment – tweet Ray @raykemper or comment on Twitter, Facebook or LinkedIN.

Ray Kemper

Ray Kemper

As chief marketing officer at Televerde, Ray Kemper oversees the planning and execution of the company’s global marketing strategy for generating revenue. His responsibilities include market research, branding & advertising, acquisition & retention marketing, product marketing and management, sales enablement, marketing communications, promotional campaign management, public relations and social media, as well as leading the corporate alliances and partnerships efforts.

Ray has more than 20 years of broad domestic and international marketing management experience in the enterprise and consumer markets.  Prior to joining Televerde, he spent six years with Microsoft where he launched a global marketing team to help businesses grow through online marketing with Bing Search Solutions.  Ray’s team of marketing managers drove global search advertising revenues and expansion into 35 countries. In addition, he has held senior marketing roles in the wireless industry with AT&T Mobility (formerly Cingular Wireless) as head of Channel Marketing for the launch of devices, data services and enterprise products.  At BellSouth International, Ray helped expand operations in Latin America by leading product, branding and go-to-market strategies for consumer and enterprise wireless services solutions in 10 countries.

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