Embrace the Adoption of Marketing Performance Management

Written by: Patrick Kilgore on 10/10/16 10:15 AM


Investing in a marketing performance management solution isn’t worth much if your team doesn’t embrace the change. Yet for all the promising martech tools that B2B businesses have been quick to invest in, difficulty implementing new products is a top obstacle to martech adoption.

That’s a lot of lost potential.

Enterprise B2B businesses tend to put a lot of time and care into making technology purchasing decisions. If you don’t also put effort into getting your team on board with the technology you buy, the investment you’ve mad in time, work, and capital won’t pay off.

Here are five things you can do with your next martech purchase to make sure your team is able to get the full benefit of the product.

  1. Make the case.

Telling your employees they have to learn new software is likely to elicit groans. It just sounds like more work. They’re busy.

You need to make the case for why learning this software will benefit them. What makes this worth their time?

For marketing performance management software, you have a few handy arguments that can help:

  • Achieving more accurate revenue attribution allows them the opportunity to clearly demonstrate how their work is contributing to the bottom line, making their value to the company obvious.
  • Being able to effectively tie your marketing efforts to results and make noticeable improvements is a good way to keep the CEO happy – which is useful when it comes time for them to approve the budget.
  • A customizable marketing dashboard that shows each team member the information they need most means they can stop having to deal with spreadsheets, keep better track of how their own activities contribute to the larger marketing plan, and stay on the same page with the rest of the department.

Of course, you know your marketing team better than we do, so you can craft and customize your message based on their particular challenges and needs. Just make sure you do take the time to convince them the value of the product, their buy in will make the implementation process run much more smoothly than if they’re unsure.

  1. Let them participate in the set up process.

Hive9’s customer care group works with your team to ensure data is customized for different users and levels of authority. Let your team members weigh in on the pieces of data and campaign information they need the most frequent access to and what type of collaborative features they feel they’d benefit from most. Having a say in what the product will do for users early on in the process will give them a stake in wanting to learn and use it.

  1. Provide training.

Don’t just drop your staff in the deep end and hope they can figure out how to best use the product on their own. Provide instructional materials as well as focused webinars or workshops that talk your different teams through the product in general and the particular features that will be most useful for them in their roles.

This will ensure not only that they feel comfortable using the solution, but also that they know how to use it to its full potential and don’t miss opportunities to get more out of it. How many of us have used a product for months before realizing it provided a feature that did something we needed all along? Proper training will allow you to avoid that scenario.

Hive9 provides devoted workshops and training materials to help new customers get started on the right foot with our marketing performance management software. As our recent case study outlines, that’s helped current customers become comfortable with the product right away and quickly start to gain meaningful insights from their marketing data.

  1. Identify enthusiastic adopters.

Hopefully, a few members of your staff will especially see the value of the platform and be excited about what it brings to your company. Pay attention to which employees most embrace its use and see if they’re willing to help others get on board by offering advice to colleagues or making themselves available for questions.

Some employees will always feel more comfortable communicating with their colleagues than someone from outside their department or organization, so your enthusiastic adopters can be a first line of contact for anyone having a hard time getting used to the software.

  1. Provide ongoing support.

Finally, make sure your training and support extends beyond initial implementation. Be sure that everyone knows who to contact if they have an inquiry and commit to making sure they get a swift answer.

Let everyone who will be using the product know where they can find the company’s blog or sign up for the email list, so they’ll receive additional information on the product and immediate notice of important updates to it. And proactively check in now and then to see if anyone’s dealing with frustrations when it comes to usage so that you can quickly address concerns.

If you do a good enough job during the initial software onboarding process, you may not need to provide substantial ongoing support, but make sure it’s there nonetheless.

If you make an investment in showing your employees why and how to use a new marketing performance management platform, your investment in the software itself will produce better results. No matter how great the product is, how much it pays off for your company is entirely up to your staff, so don’t skip the crucial steps required to get them on board.

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Topics: Hive9