Digest...
1) Start by illustrating the benefits of investing in marketing automation. What’s most important to your business? Begin your story with whatever matters most to your leadership team.
2) Focus on the specific marketing challenges you may have … and how marketing automation helps solve them. Use data points to clearly demonstrate how marketing automation can fix the issues your company is dealing with every day.
3) Use case studies to prove your point. Show your leadership team that other companies in your industry – or other companies of your size – are achieving success with marketing automation. Look for case studies that make one of those points, or look for a study that spotlights how someone used marketing automation to solve a problem your own company recognizes as a pain point worth solving.
4) Use facts to demonstrate the potential returns. Gather your baseline data. Know how many leads are generated and conversion rates at each step, including what percentage of marketing-generated leads become closed deals in contrast to leads generated in other ways. Understand whether your sales team is losing deals to competitors, or to no-decision. Review your email statistics, including sends, opens, and clickthroughs; get a clear understanding of which campaigns are delivering qualified leads and which are not. Know at what point leads fall out of the funnel.
5) Be prepared to answer questions about what it takes to get started. Even the simplest marketing automation solution takes time and resources to get up and running. Evaluate everything your team does now, and how much time it takes. Estimate conservatively how much time you might save on frequent key tasks, such as email campaign setup and management.
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Via Marteq
5 Steps for Creating a Marketing Automation Business Case