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I'd add in an additional, perhaps overriding theme as well - the organization needs to be committed to marketing automation philosophy - the tehcnology (even great ones like Marketo) are an aide - you have to embrace the notion of scoring, nurturing, and leveraging digital body language. The organization also needs to be ready to live the data and leverage it for optimization so they can improve their return on marketing efforts - if this isn't a desire, you might ask if they are ready for MA?
All are very good advice! What I don't think gets paid enough attention is change management. For many organizations, marketing automation and the core disciplines that make it work - personas, content, etc - are fundamentally very different than the company may be used to operating. Such change is not easy and certainly does not happen overnight. In addition to all the aspects mentioned above, planning for and managing the training, briefs, collaborations and changes in mindset over an extended period of time will aid in the liklihood of a successful implementation.