The success of a marketing automation programme depends on preliminary work: scoping out the role automation can play and ensuring all hands are on deck. This chapter outlines the steps marketers should take before implementing automation, covering:

  • Customers: What strategies can teams use so that they understand their customers’ needs at each step of the journey and where automation can play a role?
  • Data: What assessments must marketers make about their data to ensure that marketing automation is the right addition to their technology stack?
  • People: What steps should leaders take to align teams within the organisation so that all voices are heard and the impact of the system is understood across the business?