So you’ve settled on a goal, a budget, and a marketing automation tool. Now, how can you be sure you’re getting the most benefit from all the time and effort you’re about to spend? Here’s a quick checklist, which will vary of course based on your needs, the size of your organization and the sophistication of your demand-generation efforts.
|Assigned a single person to be accountable for the entire process?||Congratulations. Keep checking in to be sure they’re getting the cooperation they need, and are developing strong links between marketing and sales.||Do so immediately, or marketing automation project will sink to the bottom of everyone’s priority list.|
|Developed a content plan?||Great. Now, do you have a system for tracking the status of each project, and commitment from the subject matter experts (or their bosses) that they will deliver it on time?||Go back to your sales goals, and your target customer personas, and design content for each step in the sales process. Without the right subject matter you’re toast.|
|Set aside time or money to edit, improve your copy?||We’re impressed. You must have been an editor or writer in a previous life.||Do so now. Even professional writers need an outside eye to make sure their copy is clear, and we’re betting you don’t have a staff or professional writers.|
|Gotten buy-in from sales on your content plan?||Did you get it in writing? If not, there’s too much room for confusion in the content creation process, and for finger-pointing if the content doesn’t work as well as you hoped.||Do so now, and in writing. This is critical to establishing trust with the sales folks – and to making sure you’ll deliver the type of leads they need.|
|Agreed with sales on how to score leads?||Great start. Now set a schedule for review your scoring metrics regularly as you see what works and what doesn’t.||This is where the rubber meets the road, and the only way sales (your customers) will define success. A good scoring system will also help you fine-tune your content.|
|Linked your marketing automation system to your CRM platform (if you have one)?||Have you tested the links to be sure they work, that the prospect information shows up in a form the sales rep can use, and that the rep can be alerted in the manner they choose (email, text message etc.)?||Uh, how are your sales folks supposed to sell anything? Setting up this connection is a good opportunity to win their trust (and learn more about their needs.)|