This document provides a recipe for a successful marketing automation implementation with the following key steps: 1) Understand objectives and assess organizational readiness by defining goals, understanding current capabilities, and identifying priorities. 2) Identify the right team including assigning roles to internal staff, a dedicated vendor project team, and centralized marketing functions. 3) Understand the current technology landscape including any existing CRM, marketing, or data tools and how they will integrate. 4) Create a launch checklist with timelines, testing plans, and processes for rolling out the new platform in phases. 5) Establish a post-launch maturity model with continuous improvement phases to optimize campaigns and build lifelong customer relationships.

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INTRODUCTION
The quest of every new organization includes the desire to
acquire new customers, grow lifetime value, and build brand
advocates. Marketing automation can help you achieve those
goals by providing a platform for customer engagement across
the enterprise.
But being successful with marketing automation takes planning
and good change management practices.
This workbook outlines what you need for a successful
implementation and beyond.
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• Problem Identification: Make sure you
have carefully outlined what problems you
are trying to solve with your marketing
automation platform.
• Build Your Core Team: Appropriately staffing
your marketing automation team is critical
for success. Make sure you have the right
resources in place so you’re ready to hit the
ground running.
• Construct a Global Core: Find the model
that works best for your marketing
organization and culture. Whether a
centralized or decentralized model works
best, establish a core team of experts with
global coverage as your ‘go to’ team. It’s
members will drive accountability and
support adoption across the organization.
• Create a Center of Excellence and
Deployment Methodology: Driving change
management and organizational alignment is
core to your success in rolling out marketing
automation adoption. Ensure your core team
has clearly outlined and communicated a
deployment methodology, including ongoing
maintenance and growth.
• Establish Best Practices: Every enterprise
is different. Work with your core marketing
automation team to establish the rules
of engagement and best practices. Make
sure to include CRM best practices in this
discussion, since the two systems must be
tightly aligned.
• Education and Enablement: Implementing
a new software platform is a sea change
for your organization. To be successful, it is
imperative that you work to educate your
organization on the benefits of your new
platform and enable them to be successful
by providing training.
To ensure success when you launch and
introduce your marketing automation platform
to your team, there are specific steps you
should take.
This workbook outlines the steps
you need to be successful with
marketing automation and how to
implement them.
Before you start your implementation, make sure your plans include the
following elements:
RECIPE FOR A SUCCESSFUL MARKETING
AUTOMATION IMPLEMENTATION

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WORKSHEET 1:
UNDERSTAND OBJECTIVES AND
ASSESS ORGANIZATIONAL READINESS
The first step to a successful launch is to understand your
objectives. Know where your organization is now and where
you want to be once you implement marketing automation. This
section outlines the questions you should answer to get a sense
of your organizational readiness.

5. WORKSHEET 1: UNDERSTAND OBJECTIVES
AND ASSESS ORGANIZATIONAL READINESS
1. Why are we implementing
marketing automation?
a. Define your expectations for marketing
automation.
b. Ensure your entire team shares and
understands these objectives.
3. What are your priorities for launch?
a. Are you migrating from an existing
email or marketing automation
application?
b. Are there specific business priorities
you need to focus on and drive
towards with implementation, like a
new product launch or a key event?
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2. Where are we today?
a. Understand how mature your
marketing organization is.
i. Is emailing new for your team?
ii. Is marketing and sales alignment a
new concept for your team?
iii. Are you doing any sort of
automation today?

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WORKSHEET 2:
IDENTIFY THE RIGHT TEAM
The makeup of your marketing automation team is critical.
There are three categories of team players for marketing
automation: marketing automation vendor teams, marketing
automation internal teams, and centralized marketing
automation teams. Before you implement your marketing
automation platform, make sure you assign roles and determine
who is who for your launch.

7. WORKSHEET 2: IDENTIFY THE RIGHT TEAM
MARKETING AUTOMATION VENDOR TEAM
Your marketing automation platform will likely provide you with a dedicated team to ensure a successful
launch. These are the players you can leverage:
Resource Description
Marketing Automation Project Manager
Name:
Project planning, resource allocation, creation and
maintenance of the project plan, status reporting,
team meetings, risk/issue/change management,
oversight of deliverables.
Marketing Automation Digital Consultants
Names:
Facilitate requirements gathering, strategy
assessment, guidance for global deployments,
marketing and change management
best practices.
Marketing Automation Application Consultants
Names:
Design/build, best practices, subject matter
expertise, testing, migration, documentation. Provide
guidance in technical integration with web site, data
warehouse, forms, use of APIs, data cleansing, and
append vendors.
Marketing Automation Education Instructors
Names:
Global training curriculum around
platform functionality.
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WORKSHEET 2: IDENTIFY THE RIGHT TEAM
MARKETING AUTOMATION INTERNAL TEAM
In addition to the vendor supplied team, you need to construct your own team of internal stakeholders,
experts, and users. These are the players you should include:
Resource Description
Executive Sponsor
Name:
Act as a vocal and visible champion, legitimizes the
project’s goals and objectives, keeps abreast of
major project activities, provides clear direction
for the project.
Project Manager
Name:
Coordinate with Marketing Automation Vendor Project
Manager and manage deliverables. Project planning,
resource allocation, creation and maintenance of
project plan, status reporting, team meetings, risk/
issue/change management, oversight of deliverables.
Core Marketing Users/Process Stakeholders
Names:
Participate in global and regional marketing
automation workshops, assist with design and build,
attend training sessions.
Marketing Automation Administrator
Name:
Assist with setup, data loading, attend training, assist in
governance, marketing automation support.
CRM Administrator
Name:
Test detailed system integration of developed
processes, assist with production migration.
Web Team
Names:
Tracking, landing page setup, email setup if needed.

9. WORKSHEET 2: IDENTIFY THE RIGHT TEAM
CENTRALIZED MARKETING AUTOMATION FUNCTION
In addition to your marketing automation administrator, many members of your marketing team will
have access to your platform to conduct different job functions. Here is an example of what roles you
need to assign within your enterprise:
Role Overview
Leader
Name:
Sets direction, communicates results and process to
the larger organization. Sales and marketing alignment
and alignment with other teams is critical.
Marketing Roles
Names:
Creates marketing plans and strategies to meet
organization and business objectives, build and
execute in your platform, review results.
Metrics and Analytics
Names:
Reviews metrics and analyze success. Uses your
marketing automation tool, CRM, and other data as
needed. Provides insights and results to Marketing Role
and Leader.
Creative/Design
Names:
Resources to create assets, landing pages, forms, and
other creative materials.
Content Creation
Names:
Supports creation of content for early, mid, and late
stage campaigns and nurturing.
Project Manager:
Names:
As needed, if adding additional functionality like new
data sources, etc.
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WORKSHEET 3:
UNDERSTAND YOUR TECHNOLOGY LANDSCAPE
You need to understand what other tools your organization
uses and assess how those tools interact with your marketing
automation platform. This worksheet is a starting place for you to
identify other software you need to be aware of.

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1. Do you have a CRM tool?
a. How has it been implemented?
b. What is working well?
c. What is not working well? Where is
the pain?
2. Are there other marketing tools in play?
a. Email marketing tools? CMS? Webinar
providers? Etc?
UNDERSTAND YOUR TECHNOLOGY LANDSCAPE
3. Are there other databases or places where
data is live?
a. Is that data critical to marketing
and sales?
b. Do you need to integrate or
migrate it?
c. How clean and accurate is the data?
Focus on the important data, not all
the data.

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WORKSHEET 4:
LAUNCH CHECKLIST
Once you have a view of your current landscape and have
selected a team, you need to set a solid launch timeline
and make sure you have all of your milestones and
benchmarks defined.

13. WORKSHEET 4: LAUNCH CHECKLIST
Identify your critical and realistic timeline.
Socialize your launch date with
stakeholders and gain support.
Identify and address competing or
conflicting initiatives.
Account for required testing and system
changes during launch.
Share your launch process and phases
with your team.
Ensure preparation for each phase
as guided by your marketing
automation vendor.
Here is a quick checklist to ensure you are ready for launch:
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WORKSHEET 5:
POST LAUNCH CHECKLIST
Marketing automation is a continuous process of testing,
learning, and improving. This enables you to continue to drive
towards marketing that engages and generates revenue. A
marketing team focused on moving up the maturity curve will
show continuous progress and drive revenue.

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WORKSHEET 5: POST LAUNCH CHECKLIST
Phase 1: Point-in-time single channel
campaigns: Quickly execute
targeted campaigns.
Phase 2: Continuous campaigns: Scale
marketing efforts through automation to
execute continuous, strategic campaigns
over time.
Phase 3: Personalized conversations across
channels: Communicate with people as
individuals wherever they are online. This
is a coordinated multi-channel effort that
includes email, social, mobile, and website.
Phase 4: Lifelong relationships: Build
durable relationships that drive long term
retention, loyalty, and advocacy.
These are the phases you should be working towards:
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CONCLUSION
With this recipe for success to help you achieve marketing
automation maturity, your launch will be well informed,
organized, and strategic. Once you have implemented your
platform successfully, make sure to test, optimize, and
continuously measure performance so you can continue
to iterate and mature as an organization.
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