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Switching from one marketing automation platform to another is a headache most organizations would probably rather avoid. Such transitions are often costly and can sap the motivation and morale of sales and marketing teams tasked with learning new programs. A change of providers can also delay brands' abilities to launch new campaigns, and it sometimes takes time to incorporate the appropriate data into the new systems.
Despite those challenges, changes of marketing automation tech are often necessary. These four tips can mean the difference between a smooth switch and some bad decisions that cannot be undone.
1. Involve key stakeholders in marketing automation decisions
One of the first things a company should do before deciding on a new marketing automation system is get all of the key business leaders into the same room and on the same page, according to Paige Musto, director of communications at Act-On Software, a marketing automation vendor. Executives...