Case Study: A Large Retailer Takes Ownership of their Marketing Operations Management
A large US retailer needed to bolster their marketing operations to support a rapidly expanding business without commensurate increases in staff or budget so they turned to Pinpoint Systems to help streamline their capabilities for greater scalability and measurability.
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Consultant Tip of the Month Pamela Ely, Senior Marketing Consultant of Marketing Solutions brings us this month's Consultant Tip.
It is not uncommon to see trepidation among your team when introducing the implementation of a Marking Operations (MO) software solution. There may be resistance that could impact the success or failure of the project. You can certainly overcome such resistance and even accelerate user adoption of your MO solution through some of the strategies below:
- Identify at least one executive champion to promote the vision and importance of MO to the company. The executive champion should share their goals and expectations of the MO solution and the employees who use it.
- Educate and explain the business benefits of using the Marketing Operations software to end-users. Help them understand how it will help the business save time and increase productivity.
- Directly involve end-users in the definition of their workflows. Interview the end-users to gain insights and feedback about their existing workflows. Allow end-users to identify the bottlenecks or pain points in their processes, identify unnecessary or missing steps, and what works and what doesn't work in their current processes. Make sure to include end-users from each job function; for example, Project Managers, Designers and Reviewers.
- Identify a group of end-users who are comfortable and familiar with the concepts of MO and engage and train them as MO champions. Encourage the champions to share what they have learned with their co-workers to build excitement throughout the end-user community.
- Provide personalized training to each different team that will use the MO software. Deliver training only on the features and functionality that each team needs to use as part of their job function. Provide training in a sandbox environment so users can make mistakes without fear. Schedule coaching sessions with end-users after go-live to review issues and reinforce basics.
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