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May the force of change be with you – leveraging change management to successfully adopt marketing automation

May the force of change be with you – leveraging change management to successfully adopt marketing automation

December 21, 2018 - Insights

Just over 75% of marketing automation projects don’t achieve the desired business outcome. That’s a pretty damning statistic right? The reason behind it is simple: companies often assume that by integrating an all-singing-all-dancing marketing automation tool that their job is done. However, modern marketing success incorporates more than technology, it requires new ways of working that impact the entire organisation. New processes geared around marketing automation, renewed skillsets and a change in mindset are all key ingredients in the modern marketing mixing pot.

With smart use of the right tool you can offer highly engaging customer experiences that will boost your sales. However, a fool with a tool is still a fool. Adopting marketing automation really is a change that entails more than you’d initially think.

The people side of change

The integration of a marketing automation tool is often the simplest piece of the jigsaw. The stumbling blocks come at an individual level: encouraging employees to adopt the tool, buy-in to new processes and proactively learn new skills. It’s the people piece of the jigsaw, getting people to think and act differently, and to see the benefits in changing the status quo.

The classic story of marketing automation is the story of one. We tend to think that the one tool, or the one person is sufficient to drive modern marketing change. Not only do we underestimate the number of people involved, we also underestimate the new processes, roles and skills that are essential to success. This takes time and good people management. Each individual needs to be walked through the transition process – after all, it’s not the company that changes, it’s the people.


“3 out of 4 marketing automation projects do not reach the desired business outcome as the people side of change is not managed well.”

Stefaan Vuylsteke | Senior CX Consultant, Engagement Factory


3 human elements that influence your marketing automation ROI

As change occurs on an individual level, the value your marketing automation tool delivers to your organisation is ultimately tied to three human elements:

  1. Speed of adoption – How quickly can you get people up and running with your marketing technology, including buy-in to process changes and the creation of new job roles?
  2. Ultimate utilisation – How many employees are convinced? What proportion of people are demonstrating buy-in for new processes and are making best use of the marketing automation tool?
  3. Proficiency – Of those employees who are rolling with the new status quo - how effective are the changes proving for business KPIs?

Keen to bring the marketing automation power to the people? Download our free Star Wars themed slide deck to get more insight into how to hit for the stars! This preview, extracted from our presentation at the Data & Marketing Automation Summit 2018 in Brussels, learns you more about the force of change and details first-hand experience from our Belgian client Proximus (tips included)!

If you’re ready to take on the cha(lle)nge, feel free to reach out directly for more inspiration, or a helping hand in change management!

Remember, good time to change it always is…..


Contact us

Stefaan Vuylsteke

Senior CX Consultant at Engagement Factory

Thank you for reaching out to us, we will be in touch.

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