Understand How You Work Before You Digitally Transform Marketing Operations
- With so many options to choose from, selecting marketing-operations technology requires you to first think about how you work and which features you’ll truly need before making an investment.
- The UI of a solution is a key differentiator that’s often overlooked. The solutions with the most intuitive UIs are more likely to be adopted and implemented quickly.
“If a technology benefits employees, they’ll use it, but if it creates what they perceive as more work, they may view it as an imposition and resist adoption.”
Today, there’s an explosion of tools to help you digitally transform marketing operations. That means you have more options than ever before, and it makes it essential to have a strategy to evaluate them. Switching from one tool to another can cause headaches. It takes time for people to learn any new tool, even if it’s highly intuitive. In addition, if you switch from one solution to another, you may end up with gaps in your data history or experience difficulty in finding work documentation.