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Adapted Process

Why do large companies fail in their Marketing Automation?

Marketing Automation and Lead generation can be tricky. I have recently met with several big companies really struggling to get their ecosystem running. Why is that?

What do they do wrong?

The answer is as simple as it is complex. It takes two to tango. Sometimes three or even more actually. Large European companies are still organized to solve not so digital tasks, in a not so agile organization. Silos to put it short. That makes it very hard to get people to align around a customer journey rather than solving their very own tasks…

5 typical scenarios


Building a monster


Clients doing Marketing Automation for the first time, and consultants wanting to make an easy sell, both share this approach. Let’s read all the documentation there is online, create and connect multiple flows and programs and then push the big automation button to start the magic. And then nothing happens. And nobody knows why. Because experience does not happen overnight, and cannot be studied online.

Solution: Limit your scope to reach your first goals. Select one product or service on one market. Go for a certain part of the customer journey.

System over beliefs


Cheered on by the crowd of system suppliers, many people tend to believe that the system will do all the work. Buy the software, push the on button, attend the training and you are all set. Pure automation. Please do not fall into that trap. It takes a lot of work, it takes psychology, management, training, repetition, and guts. To start with. Technology is only part of the solution.

Solution: Prioritize execution instead of a system. Hire or use consultants with experience. Add more budget to the execution than to the license cost.

The IT way


We have a process to follow. We have always done stuff this way. We follow process 254B and IT will handle the purchase process. And then they hire a consultancy firm that will manage the buying process, evaluate each feature and function, row by row in a gigantic Excel sheet. Not the way to go.

Solution: Ask similar companies what they are using. Ask your peers. Don’t spend time and money on comparison tables with a thousand rows. And remember, it’s usually a cloud service subscription, not a server to buy and put in your basement. Buy it for a limited period of time, but not too short. A year is often what it takes to obtain measurable results.

Adding tasks to people already fully booked


Sometimes creating the “Virtual teams” and sometimes by just putting people together and adding tasks on top of their 100%. Seriously, what would you expect from those poor coworkers? Miracles?

Solution: Dedicate time and resources, and limit the scope. If you are serious about working digital, there is probably a few things to stop doing as well. The not-so-digital stuff.

Looks over functionality


“We need a tool that is simple to use, with a nice looking GUI”. Sure. But sometimes it takes a few hours of learning, and then you can do a lot more beautiful things. Despite the fact that the surface looked a bit rough to start with. You might even have to get a developer into the team. Scary right! But usability on day one is not the same thing as more and better leads over time. Which one is more important to you?

Solution: A good UX is of course nice. But with a few hours of training, or by using experienced consultants for both execution and training, you will be just fine anyway. There will be other things that matter more. Integrations? Lead Scoring models? Segmentation capabilities?


Maybe we could help?

At Infunnel we have seen this happening many times. So we worked hard to get around the problem. And, we’ve seen one approach working particularly well. And that’s when we take over for a while. By offering our clients a managed service approach, we relieve part of the pressure on their shoulders. They can focus on goals and targets without having to do all the hard work themselves. It also makes it easier to get different departments to work together. They can always blame us if something goes wrong right? With experience from a growing number of large enterprises, we can improve our processes over and over again, and create routines that work. Campaigns that generate leads, and training that convert salespeople into digital leads evangelists. Because we keep repeating and optimizing in all kinds of cultures, languages, and organizations. That’s something that the individual company rarely get the chance to try.

Sure, we´re not objective. But how about calling a client of ours and ask them what they think?

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