Does your 2016 marketing budget include room for investment in new technologies? It probably should—marketing tech changes quickly and has a major impact on your work. But simply investing in the latest innovations isn’t enough to keep your organization competitive. To succeed, you need to be able to integrate new technology into your existing strategy and ensure all employees are well-trained on how to leverage its full capabilities. In 2016, this may mean switching to a new CRM system, marketing automation tool or project management software, among other options. While you’re gearing up to ring in the new year with an investment in new digital programs, keep these best practices in mind.
Setting your team up for a smooth transition is a crucial part of implementing a new tech tool. When selecting the solution that’s right for your marketing team, talk to employees across your organization about how they use your existing tools and what they need out of new technologies.
Once you’ve made a selection that takes these insights into account, lay out a detailed implementation plan. On what date will the new tool be available to the team? What training will it require and who will be in charge of that training? Will you be sunsetting the department’s use of an existing tech tool in order to transition to a new one? If so, make the appropriate arrangements to promote a seamless move from the old tool to the new one and ensure a consistent line of communication with employees so they know what to expect when.
With every new marketing technology you introduce, ensure your team knows both how to use it and why. The success of a new tool requires compliance from the whole team. That compliance will come when the team understands and agrees with your purpose for making the change, and when they know that the tool is likely to improve their productivity. Show everyone the value of the new tool you’ve chosen, and they will support you in its implementation.
Determine ahead of time whether the appropriate training can be accomplished in a single meeting or during a longer time period, as well as whether it is better done in a group or in one-on-one sessions.
Don’t drop the ball once your new solution is in place. It’s likely there will be some hiccups along the way to your new tool’s full, successful integration into your marketing toolkit. In the meantime, it’s up to you to support your team.
Express your willingness to answer any questions your team may have about the new technology. Solicit feedback on it from each member of your department. If you see the same concerns from many people, you may decide to hold another training session or address the problem with the group as a whole. Develop a relationship with your new technology provider’s customer support team, and don’t hesitate to reach out for help when you need it.
In short, think of the implementation of new marketing technologies as a journey, not a single event. Take time now, at the beginning of the year, to consider how adopting new technologies can fit into your goals and schedule.
Remember, the digital world is evolving at a rapid pace. For more thoughts on how B2B marketers can keep up with constant change, read our white paper, Return on acceleration.
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