Work smart, not hard

One of the positive byproducts for implementing marketing automation in any company is that you rediscover your marketing processes and increase the alignment of your teams. Because of this, many companies are able to find many symmetries that actually streamline their business tremendously resulting in more efficient marketing operations and cost savings. Some of the examples of these include:

A global governance model

A prerequisite for succeeding with a global implementation is to define a governance model that defines how you manage your data and campaigns from a global perspective. This does not necessarily mean that you cannot run localized campaigns, but rather it gives a defined toolkit for your local teams to execute their initiatives. The benefit of this is that the local team can actually work more effectively since some content can be reused or repurposed to their specific needs.

Let’s look at this through an example: Big car manufacturers are often global, but they need a local presence and, through that, local adaptations to the specific market. By utilizing marketing automation, these manufacturers can create global campaigns that are then localized. Local units can still create their custom campaigns still allowing for global reporting and alignment. This means a core team maintains the technology itself worldwide leaving the local units in charge of the possible regional strategies, content production, and optimization.

To highlight the idea of it all: A global rollout ensures that the company is not paying the maintenance of multiple separate software solutions or processes for each local unit. By implementing a global solution, everyone is under the same centralized platform that improves everyone’s operations, as well as, adds an element of agility to the country-to-country operations as data is now available to all.

Global marketing teams provide the baseline fundament of marketing automation, giving local organizations a defined toolkit to execute on local campaigns. Hyper-targeted personalized accounts are managed on another level on top of the structure.

In Conclusion

On the grand scale, marketing automation is an intelligent engine that drives up internal efficiencies. Through automation, companies can reallocate their employees’ focus on tasks that add actual value. They can focus on more meaningful work which increases not only the output but work satisfaction as well. A successful rollout is hard work that requires patience and focus, but the rewards are way worth it!