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Change Management in Marketing: Process, People and Tech

We recently released The CMO’s Guide To Tech, our epic collaboration with Craig Rosenberg. From the onset, we were looking to create a piece of content that was valuable for senior marketing leadership. As Craig points out in the introduction, we set out to create a guide about marketing technology (which we did) but a lot of the advice Craig curated centered on change management. Simply put strategy, people and process all come before technology.

Even with that flow in mind, many marketing technologies will often require new skills, process and workflow. For many technologies, an order of change management must be underway to ensure success. Here are key lessons from our latest ebook.

A Framework to Manage Marketing Tech

Scott Albro of TOPO offered up a simple framework that marketers can use to manage all of their technologies: Plan, Create, Distribute, Convert and Analyze.

  1. Plan – Determine which audience you are looking to target and conduct research
  2. Create – Build all necessary assets such as landing pages, microsites, etc.
  3. Distribute – Determine the mix of promotional and distribution channels you are planning to use
  4. Convert – The process that prospects undergo to become marketing qualified leads
  5. Analyze – Collect and review the data in order to optimize future programs

Here’s a sample filled in with details:

Focus on A Perpetual Demand Generation Engine

Carlos Hidalgo of Annuitas shared his view on why so many marketers fail with technology. Despite the now-famous Gartner prediction that CMOs will outspend CIOs on tech in 2017, CMOs are currently struggling with marketing technology. According to SiriusDecisions, 75 percent of marketers using marketing automation aren’t receiving the full value of the tool and less than 10 percent of marketers are deploying MAP to address problems towards the end of the buying process. Carlos believes the main reason that marketers fail with tech is this: “Many marketers design and execute programs one piece at a time. CMOs need to drive a demand generation strategy that aligns with the buying process and is driven by buyer insight.” Here’s a quick look at the demand generation architecture Carlos provided for additional insight.

Think Buyer First

Many of the contributors to the ebook believe in a buyer-centric view when it comes to marketing strategy. This shift in and of itself requires some change management. Adam Needles of Annuitas says, “Good marketing has always been driven by good customer insights. Today’s buyers have so many channels where they can get information. If you are going to be successful at engaging your buyer and building a relationship, you must fully understand that the buying process has totally changed.” Once you have a solid understanding of your buyer’s journey (note: if you need help on this, there’s a great section in the ebook), you can then follow Adam’s process to ensure for a successful transition. Adam recommends the following:

  1. Identify an individual buying segment with a definable buyer and specific solution
  2. Create a pilot
  3. Measure the results
  4. Prove the concept
  5. Roll-out to the broader organization

Here’s an overview of Craig’s interview with Adam.

Build the Right Team

When it comes down to it, good process and tech will only take an organization so far. In the ebook, we heard about the rise of the marketing technologist from Scott Brinker of Ion Interactive and of the new marketing species from Gord Hotchkiss. Both Scott and Gord offer great tips for marketing leadership looking to build out the right marketing tech team.

From Scott’s perspective, the right DNA for marketing technologists includes:

Business and marketing acumenCreativityWriting and communication skillsTechnologyData analysis

Gord shed light on the new marketing team, including the following roles:

Growth Hacker – someone who gets technology, digital marketing and codingAgile Marketer – any marketer who is willing to get things done quickly, measure, test, tweak and adaptBayesian Strategists – the big data marketer who is willing to put testing measures in placeNeuromarketer – this is a new, emerging niche but Gord believes marketers need to understand how people process information and make decisions

There are a ton of other great references on change management for marketers. Here are a few I recommend:

Marketo’s How To Succeed With Marketing AutomationCMI’s Managing Your Marketing StrategyThe Pedowitz Group’s Change Management Process

For more information, here’s the link to read our CMO’s Guide to Tech in full.

   Image Credit(s):                Alexis Farm Photography                    

Written by

Amanda Maksymiw
February 6, 2014


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