As the use of technology in marketing continues to grow, it's important for businesses to be aware of the potential problems that can arise during a marketing technology implementation. By understanding and avoiding these common mistakes, businesses can make their transition to a new marketing technology much smoother.
In this article, we will be discussing six common problems that can occur during a marketing technology implementation, and how to avoid them.
1. Lack of a clear goal or strategy
Many businesses make the mistake of rushing into a marketing technology implementation without first establishing a clear goal or strategy. This can lead to a number of problems, chief among them being a lack of alignment between the technology and the business' overall goals. The end result is usually a failed implementation and wasted time and money.
A successful marketing technology implementation requires a clear understanding of the business' goals and how the technology can help to achieve them. Without this, it's very difficult to make the implementation a success.
To avoid this problem, take the time to establish a clear goal or strategy for your marketing technology implementation before you begin. This will ensure that everyone is on the same page and that the technology is being used in a way that benefits the business.
2. Defining the problem incorrectly
One of the most common problems that can occur during a marketing technology implementation is defining the problem incorrectly. This can happen for a number of reasons but often occurs when businesses try to use new technology to solve problems that it was not designed to solve.
This can lead to frustration on the part of both the business and the software vendor, as well as wasted time and money. To avoid this, make sure that you fully understand the problem that you're trying to solve before selecting a technology to do it. Once you've selected the right technology, be sure to test it thoroughly to ensure that it actually solves the problem.
If you find that the technology is not solving the problem, don't be afraid to reach out to the vendor for help. They should be able to offer guidance on how to properly use the technology to solve the problem.
3. Underestimating the time and effort required
The next big problem that you are likely to face during the implementation is completely underestimating the time and effort required. Marketing technology implementations are not quick or easy, and often take months (or even years) to complete.
This can be a major problem for businesses that are not prepared for the long-term commitment required. To avoid this, make sure that you have a clear understanding of the time and effort required before beginning the implementation. This will help ensure that you have the resources necessary to see the project through to completion.
It's also important to remember that implementations are not static; they will need to be regularly updated and maintained as new features are released and new problems arise. Be sure to factor this into your plans from the outset so that you're not caught off guard later on.
The most important thing to remember is that not everything has to be done at once. It's great to have all the bells and whistles on day one, but it's more important to make sure that the basics are working properly. Once the basics are in place, you can slowly add on additional features and functionality as time goes on.
This will help ensure that your implementation is successful and that you don't run into problems down the road.
4. Lack of internal buy-in
After working with over 100 customers with their HubSpot and other marketing technology implementations, the biggest point of failure in any implementation is a lack of internal buy-in. Marketing technology is not a \"set it and forget it\" type of deal. In order for the implementation to be successful, you need to have buy-in from everyone on your team.
This means that everyone needs to understand why the technology is being implemented and how it will benefit them personally. Without this buy-in, it's very difficult to get everyone to use the technology properly and to keep them motivated throughout the process.
To avoid this problem, make sure that you spend time communicating with your team about the implementation before, during and after. Let them know why it's being done and how it will benefit them. Be sure to get their input and feedback so that they feel like they are a part of the process.
The more buy-in you can get from your team, the more successful your implementation will be.
5. Not having the right team in place
Another common mistake that businesses make is not having the right team in place to handle the implementation. All implementations are complex and often require a wide range of skillsets.
This can be a problem for businesses that don't have the internal resources necessary to properly carry out the project. As a result, they often end up hiring outside consultants or agencies to help with the implementation.
While there's nothing wrong with this, it can often lead to problems down the road if the team is not properly aligned. To avoid this, make sure that you have a clear understanding of the skillsets required for the project and that you either have them internally or are prepared to hire someone who does.
The most important thing is to make sure that you have a team in place that is capable of carrying out the project and that they are all on the same page.
6. Unrealistic expectations
The last common mistake is setting unrealistic expectations for the implementation. Remember, marketing technology implementations can be fairly complex projects that often take months (or even years) to get just right.
As a result, it's important to set realistic expectations for the project from the outset. This will help ensure that everyone is on the same page and that you're not setting yourself up for disappointment later on.
To avoid this, make sure that you take the time to properly scope out the project and that you have a clear understanding of what can and cannot be done. Be realistic about the timeline and the results that you're hoping to achieve.
Conclusion
Implementing a new marketing technology can be a daunting task, but by avoiding these common mistakes, you can make the process much smoother. If you're looking for help with your implementation, our team of experts is here to assist you.
Article by Richard Walsh
As a certified inbound and content marketer, Richard believes in the need to create high-quality compelling content, that drives engagement and interaction. Richard has been developing brands and high-quality web experiences since 2001. Book a meeting with Richard to talk about your branding and marketing efforts.
