How Should I Structure My Marketing Automation Team?
How Should I Structure My Marketing Automation Team? | Marketing Automation.
This is a really good article that details all the tasks that need to be covered when implementing Marketing Automation. It also shows which tasks can be grouped together in small team environments.
One of the key pieces to the successful use of Marketing Automation is to make sure that the system is getting feedback from the Sales Organization. Without a solid understanding of which Marketing Qualified Leads are turning into real sales, getting senior management to fund and grow the MA function can be a tough sell. It becomes very easy for problems in sales to be attributed to “weak leads”.
The feedback you are looking for is very straight forward:
(1) Which leads closed and for how much
(2) What are the reasons that the MQLs didn’t close.
With those two bits of information, you can easily calculate the ROI of your marketing programs and then tune your Lead Generation activities to attract “better” leads.