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Technical Models and Guides

Adapting Technology into Marketing

Written by Propolis Expert Karla Wentworth

Technology has become an essential task of marketing operations…

As a result, MOps must be proactive in adopting new technologies to remain competitive in the industry. In this guide, we’ll explore some of the best practices for technology adoption within a marketing department.

1. Identify Business Needs:

When you selected the technology, there would (or should) have been a detailed requirement-gathering exercise. This would have told the business why you need a technical solution, what the pain points were, and the problems it was going to solve. Referring back to this document will allow you to understand where your solutions are going to make an impact on your audience and make them want to sit up and listen to the proposed solution that is coming to help.

2. Get Buy-In from Stakeholders:

Like it or not, most employees will be influenced by the opinion of their leaders, so use this behavior to gain traction with your system adoption. Take time to understand who are the senior sponsors and stakeholders and how involved they will be with the system. Spend some time educating and training them first and they will assist in creating a positive buzz for their teams.

3. Conduct Research:

There is no one ‘best way’ to adopt the technology. Every company has a different culture and acceptance of learning. For some, that could be in companywide, in-person announcements from the boss. For others, it might be compulsory digital learning. Whatever the company is used to is the least path of resistance to reach the audience. So spend some time learning what has come before and use that as your foundation.


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This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Karla Wentworth

Marketing Operations & Technology Expert, Propolis

Karla Wentworh is the Marketing Operations & Technology Expert for Propolis, the global community for B2B marketing leaders.

After 25 years of doing, failing at, learning from, and eventually leading Marketing Operations departments, she observed the insurgence and MOPs and its magic within the wider marketing process. Now, running a Marketing Operations and Transformation consultancy, Karla gets to passionately help other businesses to create best-in-class MOps environments, technology and processes to optimise their success.

Karla is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs. Whether it’s help with enhancing their marketing strategy or working through a specific challenge, Propolis members can save an average £30k a year working directly with the Experts instead of using external consultants.

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