Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
Chaploop™ > Strategy > Prepare > Business Case
Marketers tend to surround themselves with the latest technologies and innovations. It’s easy for them to fall into a trap of constantly implementing new technologies without proper business case justification.
Every Chaploop starts with a hypotheses for growth. A mini-case is worked out and a pilot is started. Tools are semi-implemented, leveraged, and then assessed for their contribution in business value. Those ideas that work and create value are scaled up. But not before another round of creating the new and bigger business case. After which a more scalable implementation follows, tools are being levered. And again and again validated for contributing to business value creation.
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Marketing automation pursues a better, faster and automated marketing and sales process, which eventually increases business growth. So, what is it exactly in marketing automation that helps grow your business?
Bulldog Solutions reports, companies investing in marketing automation solutions realize a 70% faster sales cycle and 54% improvement in quota achievement. Companies that adopt Marketo realize all of these benefits and more.