In my last blog I discussed the importance of defining the scope and vision of your Marketo implementation, this installment focuses on the significance of getting attention and buy-in from executive leadership.
Why is executive-level support key for success? Besides being able to break down any potential roadblocks between and within departments tasked with the Marketo implementation (e.g. IT, Marketing and Sales), executives can set the tone for the entire organization. As the proverbial captains of the ship, having top-level support can help all departments sail in the same direction. Recruit these “skippers” to champion the vision and strategy for the Marketo implementation and beyond.
In the article, 10 Change Management Keys to Effective Software Implementation, Samantha E. Velez writes, “When there is consistent, managerial backing at every level, the entire workforce is being driven toward the common goal of accepting and adapting to the new system. Effective leadership can sharply reduce the behavioral resistance to change, especially when dealing with new technologies.”
Part of your change management strategy should incorporate an Executive Leadership Plan. When formulating the plan, here are some things to consider matched to typical implementation phases:
Much of what I’ve been discussing emphasizes communication. In an upcoming blog I’ll dig deeper into the importance of formulating an overarching project communication plan. If scheduling quarterly meetings makes sense for your business, consider including your Marketo or partner team. Your Account Manager, Engagement Manager, or partner will keep you abreast of the product road map. This will give needed visibility and runway, allowing you to continually evaluate your strategy and to plan for adding or shifting resources as new features, like Account Based Marketing, change or amplify your existing strategy.
Set your organization up for smooth sailing! Getting executive buy-in from the start puts your investment in Marketo on a long-term course for success.
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