How NOT to Derail Your New Marketing Platform

This post comes from our Marketing Automation Channel sponsor Marketo.

train-imageSo, let’s say your company has decided to adopt marketing automation. What’s the #1 thing that will derail your new platform?

I’ll start with a little story:

I was working as a consultant for a client – let’s call them Client X. Client X had purchased a nice services engagement to get them started. This included a 2-day discovery session, which got them up to speed and formed a base for how they’d use their new marketing platform. Afterward, Client X asked, “Why don’t you just build it all for us?”

We felt a little concerned, but we did as they asked. One year later, we were back on their site. Client X now needed help to start using their marketing automation platform properly. To summarize: The client had a 1-year execution detour!