8 considerations for shared vs. multiple marketing automation instances – Sojourn Solutions
6 Reasons Why Your SMB Should Be Using A Marketing Automation Platform • Six10 Digital – Digital Marketing Agency Chester County PA
December 29, 2020
Profitable growth with marketing automation – Think with Google
December 29, 20208 considerations for shared vs. multiple marketing automation instances – Sojourn Solutions
By Karin Pindle
“Remember that the only thing constant in life is change,”
said Buddha; as is true in the business world. Companies grow, acquire other companies, consolidate Marketing teams, divide up Marketing teams, and are always changing. With that, your marketing needs change. So, how do you successfully adapt your marketing automation platform (aka MAP) with this constant change? We won’t kid you and say it’s easy peasy, but it’s also not wicked hard when you’ve been there and done that multiple times with many companies like we have.
Common “company change” use cases impacting Marketing and often IT and that we’ve helped our customers with:
The first step is determining if you can all play nicely in one shared MAP instance or if indeed an additional MAP instance(s) is needed. Sometimes, you have no choice; higher ups tell you that you must all play nicely in one shared MAP, the existing MAP. Other times, they leave it to the Marketing and IT teams to figure out. This is a decision that can cost your company a lot of time, money, and headaches if done wrong. So, don’t do it wrong…do it right. We’re here to help you learn how.
Carefully consider each team’s needs around people, processes, and technologies and also, what your current MAP capabilities are. To design the optimal MAP architecture (1 vs. multiple MAP instances), evaluate these 8 items:
Often times, sharing one MAP instance is the most cost efficient, time saving, and optimal architecture, but must have the proper guardrails in place. If it does not, the teams sharing it will want to poke each other’s eyes out, as may Sales, if they don’t get the correct leads assigned to the correct salespeople, etc.
In a nutshell, this is a decision that should be discussed with the help of an independent third party like us. Why? We will help dissect and moderate the varying needs and opinions of each team by using our firsthand experience doing projects like this dozens of times with success.
Contact Us today to start the conversation and hopefully, tackle this fun, important project together!
