Congratulations, you’ve managed to get budget for a shiny new bit of marketing technology! Now what?
You bought a bed.
Imagine you went to IKEA and you’ve bought a bed.
Got a screwdriver? Because you’re going to need one.
What’s an IKEA bed got to do with digital marketing? It’s flat packed, just like your marketing technology. And after purchasing it you need to assemble it.
Regardless of whether it’s an analytics platform, a testing platform, a content serbia email list 543010 contact leads management platform, or a campaign management platform…you’re in for the same journey. Just like the flat-pack bed, it’s not going to assemble itself. Having the license doesn’t automatically mean it’s going to answer all of your questions and deliver on all your goals. There’s always a bit more to it than that.
Yet the gap between expectation and reality always surprises (and saddens) me to hear.
So what’s involved?
Well, the first part typically involves finding the instructions which means trying to unpack the thing. Once you’ve found the instructions you generally lay out all the pieces, all of those little screws, bits of dowel and nuts.
This is where the realisation starts to sink in. You’re going to be here for hours trying to put this together. And inevitably a screw rolls under the couch or you’ll have a bit that’s missing; a crucial bit.
So, with a little bit of fear, you read the instructions. But they never quite make sense do they? The diagram of the piece with all the little holes marked on always take a bit of time to figure out, and make sure you’ve got it the right way round before you attach another piece to it. Just like your new marketing technology – what do those instructions actually mean?