There is irony in the fact that despite all the new social selling, collaboration, big data-based predictive sales analysis, target account-based marketing and cloud-based technologies, the pesky old issue of sales and marketing discord is alive and well. Prophesiers of new sales methodologies, coaching techniques and technology beware; the root cause is not in poor processes, lack of information or leadership — it is the persistent war between sales and marketing.
Sales, for decades, have been taught that their only priority is quota attainment. Specifically this quarter’s quota, however they can get it, for the penalty of failure is high. Success is lauded upon with accolades befitting an Olympic athlete along with forgiveness of a wide spectrum of bad behaviors.
This post is meant for the marketing automation beginner, and is a compilation of a few of the lessons that we’ve learned over the years which should help you navigate your first marketing automation implementation (or re-implementation).
These lessons have been learned through years of successful integrations with marketing automation platforms such as Eloqua, Pardot, Marketo, ExactTarget, Genius and more.
What does data quality have to do with marketing automation?
Data quality and marketing automation go hand-in-hand; oftentimes it is the marketing department that has to campaign for a data quality solution. It can be hard to sway management to take data quality seriously, but if they’ve seen the eye-popping facts associated with duplicate data, they may be more inclined to act. Implementing a marketing automation system without a proper data quality solution in place beforehand can result in chaos throughout your organization. So do yourself (and your company) a favor, and take a few moments to learn from our customers’ past mistakes!