When starting out with any marketing automation tool, one is faced with the challenge of delivering the ROI promised to upper management to justify the investment. But how can you demonstrate the success of your marketing automation initiatives without first identifying the use cases and what success looks like?
No defined use cases could mean disaster
Implementing a new marketing automation tool alone is not enough to deliver value to your business. Without your why, who, what or how, any marketing automation tool you end up investing in, regardless of all its bells and whistles, will fall short of delivering the results you hoped for, simply because it is not put to use in an effective way. Identifying and prioritizing your use cases will help you draw a clear roadmap for your marketing automation success, helping you deliver value in the short term while ensuring scalability for your future needs.