Brandon Jensen, Director, Marketing Operations, Workfront
Align Digital Transformation with Your Corporate Strategy to Maximize ROI
- Take time to define your goals before you invest in marketing operations technology, and be sure you have the resources to support any new technology.
- Involve all relevant stakeholders in decisions related to technology purchases.
“Take time to define your goals before you invest in marketing operations technology, and be sure you have the resources to support any new technology.”
We as marketing-ops teams are probably as guilty as anybody at seeing the potential in new technologies and wanting to implement them as soon as we can. Sometimes, teams within an organization rush to buy technologies that don’t end up paying off, even though the application has clear potential. You can prevent this problem by taking a systematic approach to digital transformation in marketing operations. To do that, I suggest the following.
Align technology purchases with corporate strategy. Identify the corporate goal the potential solution will support, such as a campaign to reach larger, more valuable clients. If the technology doesn’t clearly tie to a business objective, it will likely end up going unused.
This is an excerpt from 11 Marketing Technologists on Digital Transformation. The eBook was generously sponsored by Workfront.
