Which departments should be involved in setting up Marketing Cloud and why
This post was originally published on the RelationEdge blog.
It's easy to get wrapped up in the details and overlook the bigger picture when you’re implementing a new technology. Especially when you're implementing a wide-reaching marketing automation platform like Salesforce Marketing Cloud.
When you’re ready to implement Marketing Cloud, you need to identify which departments to involve in the transition. You should also ensure that you have well-developed processes in place to get the most of your new marketing automation platform. This blog explains which departments you should involve for a successful Marketing Cloud implementation.
Marketing and sales
While your sales and marketing departments might operate independently and seem like two different operations, they work towards a shared goal. They have similar processes that make marketing automation technology useful to both teams. Involving these departments in the implementation process makes sense because the platform directly affects them.
There is growing evidence that automation is effective at generating and nurturing leads for both marketing and sales departments. Automation increases the conversion rate of marketing response to qualified marketing lead by 53%. It leads to a 9.3 percent higher sales quota achievement rate. Marketing Cloud can also help each department with their daily workflows—from managing daily tasks and networking to creating and maintaining clear and effective reports. Involving both departments in setting up Marketing Cloud lets them give input about how to customize the software for their needs.
The team responsible for servicing your clients is uniquely positioned to help set up Marketing Cloud. Because this team understands client needs, they can give insights into the features that are likely to serve existing and potential clients best. Marketing Cloud also helps your service team analyze and track client preferences. You can then create targeted campaigns based on this information.
Your service team can use their problem-solving experience to give immediate feedback about customizing Marketing Cloud to serve clients better. For example, the service team might know that many clients have similar questions after buying your product or service. By working together during implementation, you can use automation to email clients with answers to those questions preemptively.
Your service team can also give you client feedback about the emails they’re receiving from your company. You can then use Marketing Cloud to adjust your email strategy. This kind of information is valuable for implementing this technology to fit the way the company intends to use it.
The service team is also a great asset for testing the capabilities of your Marketing Cloud solution from a client's perspective. Set up a process for regularly checking in with these team members as you move through the implementation phase. Request that they review and test aspects of your Marketing Cloud setup.
Depending on the amount of data you want to bring into Marketing Cloud, the Information Technology department (IT) is often involved in implementation. The IT department helps to ensure:
- Your MX records are set up so you can send from your domain.
- Password policies are consistent with your company’s policy.
- Your internal IP is whitelisted (preventing the continuous need for verification codes).
A strong partnership with your IT organization helps ensure you can leverage data for triggered sends, personalization, and segmentation. It's important not to overlook how access to the right data can help you send hyper-personalized emails and work towards your goals.
Your leadership team plays a critical role in setting up any new technology like Marketing Cloud. Gaps in leadership support impact effective communication and limit the success of your implementation.
Start by identifying one or two leaders within the company who can spearhead the implementation. These leaders are responsible for communicating the implementation plan to all employees, providing updates throughout the setup process, and ensuring that everyone understands the benefits of Marketing Cloud.
Engaging leadership during setup keeps your company aligned with its mandate and branding. Your leadership team can see the bigger picture. They help the different departments work together to successfully implement Marketing Cloud in a way that can drive transformative value for your business. Input from your leadership team helps to cement the efforts of your sales, marketing, and service teams.
Using the right partner
Rackspace knows that implementing a new technology like Marketing Cloud can be a big change for your business. Rackspace helps you to include the right departments in your implementation process and set realistic goals and timelines. Combining a tailored communication framework with the Rackspace PACED methodology has allowed the implementation of over 2,000 technology projects with exceptional results.
Marketing Cloud has the capabilities to boost your lead-to-loyalty cycle. By focusing on your business processes first and then leveraging the right technology, Rackspace ensures that you maximize your return on investment. Visit the Rackspace services page to see how we can drive transformative value for your business.
Visit www.rackspace.com and click Sales Chat to get started.
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