The new 4 Ps of Marketing Automation Implementation

Presented by: Paul StevensonHead of Enterprise Marketing ServiceTelefónica UK@paul_stevenson

Priorities

People

Process

Platforms

Performance

People

• Who you have

• What skills they have

• What tasks do individuals deliver?

› Content/content and execution/execution

• How does the department operate and function with each other?

People – Pre MA

Content development

Mix of content development and

execution

Channel execution

People – Post MA

Content development

Mix of content development and

execution

Channel execution

Get the right people, with the right skills in the right positions – your success will depend on it!

People – Post MA

Process

Process

• How work ‘flows’ through marketing

› Who initiates?

› Who approves?

› Who briefs who?

› Rules around Compliance (brand and legal)

› Timescales & SLA’s

› Success measures

Create time, to think through in detail how your department will function – there is no avoiding it.

Document it and agree it!

Process – Key learning

• Clear data strategy

› Quality/compliance/integrity/regulation

• Clear ownership

• Continual programme – it will never end

› Soft bounces/unsubscribe/sales team changes

• Segmentation rules

› Sector/job role/job grade/customer status

Platforms – Data

Platforms – Our ecosystem

• Data management

• Pipeline reporting

• Sales opportunity handover and management

• eDM build

• Landing page build

• Campaign deployment

• Digital footprint analysis

• MI and reporting for campaign ROI

• Resourcing• Functionality• Product Roadmap• Training / Development needs• Cost• Ease of Implementation• Who else uses it?• Account Support• Technical Support

Platforms - Things to consider

It all starts with a clear data strategy, then careful consideration of the

MA platform.

Platforms – Key learning

That decision will live with you for a potentially very long time.

Performance

• Consider a phased launch approach

› Hospitality/events/comms/campaigns/trigger

•Do not drown the team

› New process/job roles/ways of working

•Think of end-to-end functionality

› Planning/creation/deployment/reporting

• Building content funnels, for clear customer journeys

• Build confidence and stakeholder engagement

› Based on actual results

This is a marathon and not a sprint. A phased launch approach allows you to review, adapt and enhance

with each new process you automate.

Performance – Key learning

It also allows time to stakeholder manage your sales teams and senior management, whilst proving ROI.