Drafting your Revenue Marketing toolset

As a sports fan, I have always been enamored with franchises that seem to remain in championship competition year after year. How do some teams consistently perform better than others? What is the secret ingredient to their success that makes their competitors envious? There are several factors that come into play, but one of the main influences is the draft. The draft for professional sports teams consists of scouting and doing their due diligence before selecting the right player to move forward with. This process is transferable to selecting your marketing automation tool set and here are a few similar traits.

Talent = Capabilities

In the world of sports, there are blue chip prospects that will be considered the head of the class. As teams look at the talent of the prospect, the good teams always factor in their greatest needs into the equation of their selection process. This is similar to vetting out your requirements for what you want to accomplish with your marketing automation toolset. There are several options to choose from, but to be sure you are selecting the right tool, it is imperative you compare your desires to the capabilities of each software. Match up and rank your goals for the software to start weeding out those with the least amount of capabilities that fit your needs.

Team Player = Integration

To quote Aristotle – “The whole is greater than the sum of its parts.” Sometimes sports teams don’t give this element enough weight in their decision process. It is proven time and time again that the team that performs better as a unit will conquer those who don’t. For your Revenue Marketing Journey™, this is essential to your success. If your marketing automation and CRM toolsets don’t play well together, then you will struggle to succeed in your journey to become a successful Revenue Marketing™ team. Your toolsets should always complement each other so you can maximize their effectiveness.

Performance = Reporting

Preparation is essential to producing the results you expect. For athletes, the effort they put forth in practice will show up with their performance in the field of play. Equally, establishing your Key Performance Indicators (KPI) will allow your team to create the desired reports that matter most to your team. KPIs can be determined by what is considered to be important metrics determined by the company. If your reports speak to the importance of company KPIs, then you are off to a good start. Now that you are in alignment with company KPIs, it’s time to keep fine-tuning and creating better results with every report. If there is one thing that resonates throughout each of the traits above, that is the due diligence it takes to ensure the success of your toolset. Much like a draft for professional sports, there are hours of research that drives a team to make its final decision. Drafting poorly can result in a poor end product, not to mention the money and time it can potentially set you back. However, drafting well ensures you can become one of those teams that competitors envy and they will be striving to replicate your success.

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