As nice as it would be to flip a switch and implement new marketing technology, it doesn’t usually work that way. First, you need to overcome the most challenging obstacle: introducing the new technology to your team and getting them to use it.
According to one 2016 study, only 27% of the companies surveyed had integrated a “best-of-breed” marketing architecture.
Researchers asked respondents to describe their company’s current marketing technology stack:
Most respondents (70%) had either fragmented, limited, single, or non-existent marketing solutions.
There are many barriers to marketing technology adoption. But achieving buy-in from your team may be the trickiest.
There’s no quick fix for this process. Instead, you must go step by step.
Here’s how you can introduce new marketing tech to your team.
1. Begin at the Most Basic Level
You may want to do a complete overhaul of your technology stack as fast as possible. Even if you’re sick of your old technology, doing this could be problematic.
If your team comes into work on Monday to a new set of tools, your marketing operations could hit a standstill. Instead, pick a specific problem to fix. Then, work with your team to find a solution to that problem.
As a leader, you’ll want different capabilities than those working under you. For example, you may want certain analytics and reporting capabilities, whereas your team is looking for point solutions that help their day to day.
But don’t select technology based on your own needs alone. Instead, start at the lowest level. How will an individual contributor benefit from this technology? Will it make their job easier and more efficient? If it won't, can you articulate the value of the trade-offs for leadership?
Start from the ground and work your way up. Identify problems and gather input from your team on how best to fix them. Document this entire process.
In the end, you should have a complete marketing technology strategy. You should also have a full understanding of how each piece of technology supports the others.
2. Get All Stakeholders Onboard
You’ll need to get both your leadership team and your subordinates to buy in if you intend to implement your technology successfully.
Unfortunately, it's easy for people to get set in their ways. Change can be scary, and not everyone will be excited at the prospect of learning a new system.
Your team may have legitimate reasons to resist change, such as:
- Fear of job redundancy
- Perceived lack of tangible benefits
- Loss of professional autonomy
- Anxiety about learning new systems
- Extra work on top of existing responsibilities
You’ll need to address these grievances, and others, if you intend to move forward. There are two key ways to get everyone on board. First, highlight the benefits of new technology.
If your sales team is struggling to follow up with prospects, show them how your new sales enablement tool does it with automation. If your marketing team can’t segment their contacts well, show them how your new CRM system makes it easy.
Second, find our advocates. Part of your team brought these challenges to your attention. They’re the most likely to advocate for change.
If you’re a leader, your subordinates may feel like the new technology is being handed to them from above. If you can find advocates on their level, they’ll be more likely to buy-in.
3. Assign an Implementation Team
Onboarding new marketing technology is a project like any other. As such, it requires a team of people to follow it through.
You’ll need a sustained level of time and effort invested in your new technology stack. Assign a leader for the project, then select which individuals will spearhead the effort. They will be responsible for completion.
If you don’t have the resources in-house, you can always work with outsourced experts. Pick a company that specializes in connecting and implementing marketing technologies.
4. Implement Marketing Technology in Phases
Ideally, you won’t have to live with piecemeal technology implementation for long — if at all.
But sometimes, a phased approach is the easiest way to adopt new technology. Instead of overwhelming your team with new systems, let them learn them in increments.
If possible, start with quick wins. Identify which technologies can provide the most tangible benefits and implement them first. Once your team sees the results, they’ll be more enthusiastic about new changes.
Don’t let the pressure to improve productivity cause you to rush. You may wish to start with pilot programs or free trials before you invest.
5. Allow Time for Training and Support
Some companies see immediate value from their new marketing technology. But often, it takes time.
Don’t be surprised if it takes you a month or two to get up to speed after implementation. Put a comprehensive training and support system in place to ensure you see real business value as quickly as possible.
You can tap your implementation team for training, guidance, and support. You can also rely on the support services of your new technologies.
The key is avoiding a slip back into the status quo. Don’t get complacent with a partial implementation effort that leaves silos intact.
6. Get Help
According to eMarketer, integrating disparate systems is one of the leading barriers to marketing technology success.
It can be overwhelming to choose and implement new marketing technologies on your own. If you and your team are struggling, don’t hesitate to reach out for help from experts.
Growth Panda takes a comprehensive approach to marketing technology implementation. We understand that people come first. Without them, even the best marketing technology is useless.Contact Growth Panda today to learn how we can help you and your team.