How to balance marketing automation resource constraints image

How to balance marketing automation resource constraints

In the new and emerging world of marketing technology, B2B companies are buying tools like marketing automation (MA) to support their marketing efforts. Even before the MA platform is selected (or inherited), marketers must determine: “Who will own and operate my system?”

In most companies marketing operations and MA management are full time jobs. The internal MA resource is often stretched to the max and has no bandwidth to respond to unexpected business demands such as the need to produce sales leads for a new line of business. These individuals wear multiple hats: data steward, analytics, training and education, vendor management, marketing process management, all while trying to run the technology itself. It’s an unrealistic expectation.

So how does today B2B marketer effectively address this resource constraint dilemma?

1) Train your existing team

Pro: You keep everything in house and control the process to build the perfect team.

Con: Training involves knowledge transfer, which takes time. If you are training someone on MA, and the campaign needed to go out the door last week, it’s unlikely you met your deliverable.

How to train well: Engage with a partner or your MA vendor who offer strong programs to get your team member functional much faster than in house training. Also consider strategically targeted training. Let’s say campaigns are your top priority, begin there and cover advanced topics down the road. Don’t train via a firehose of information or risk failure.

2) Hire talent externally

Pro: Hiring outside talent allows you to find the right set of skills, assign specific responsibilities and train them on your products and services.

Con: Hiring is expensive, especially in the beginning as ramp up time spent training is a factor.

How to hire well: Be targeted in your hiring. Scour user groups. Ask your MA vendor for recommendations and consider “testing” candidates to assess their skill level. Everyone with an “Eloqua Masters” or “Marketo Certified Expert” on their resume isn’t going to be the right fit. Be sure they are a fit culturally for your team, in addition to having the level and type of MA skills required.

3) Outsource to an expert

Pro: Outsourcing your MA expertise is a good option if you don’t have the time to train and manage an internal team. I have a large team supporting me so when I work with a client who needs to explore complex system integrations, I rely on one of our Solution Engineers to resolve my client’s issue. Having a team with varied talents gives my client access to the expertise of my entire company.

Con: Possible loss of control over a company’s business processes. Outsourcing typically means you need to let go of control in some areas to let the experts drive it.

How to outsource well: You want to exhibit the same caution you would with hiring or training your own employees. Find a trusted vendor that has the skills and references to back up the work you need. The first independent consultant holding a shingle with their name on it may not be the right tool in your box. A varied team provides you with bench capacity in terms of hours needed and depth of skill.

While MA resource constraint issues are very real, there is a viable solution for every company. Whether you choose to train your existing team, hire external talent or outsource to a trusted partner, will depend on your unique business case. The good news is you have decided to invest in MA and are well on your way to driving revenue for your organization. 

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