The document discusses strategies for maximizing the use of marketing automation platforms. It notes that many organizations do not fully leverage the capabilities of these platforms. The document outlines challenges such as treating the platforms like IT projects rather than strategic tools. It then presents a framework for assessing marketing maturity across areas like strategy, processes, people, technology, and measurement. The framework can be used to identify gaps and create roadmaps. The document also provides examples of approaches for new clients, such as establishing quick wins, and approaches for existing clients where the initial deployment did not go as planned, such as in-depth assessments to create a path forward.
26. Existing Customer Example: How
Did They Get Here?!
• Multi-brand, international company
• Initial implementation only focused on US
• Did not prepare for a global launch in the
future
• Did not prepare properly for data
migration
• No training by Marketing team