Marketing Automation Adoption Model™
How do you compare?
There is now a huge amount of noise around marketing automation and benchmarking your progress against your competitors can be difficult.
Some companies are making big claims about their capabilities, but fear not, much of this is hot air – you aren’t that far behind your rivals.
We have identified four stages that companies go through on the way to full marketing automation adoption. Which type of company are you? Comment below.
Usually companies start as Auto-responders. These companies use marketing automation in a transactional way to deliver emails in response to triggers.
Workflowers have progressed beyond trigger-response and are starting to build out multi-step workflows. A good example would be a company that has implemented an email nurture path containing multiple emails.
From here companies progress towards being Visionaries. They understand what automation can offer and have a vision for the future. The board has yet to buy in fully, but modest investment has been made with a promise of future funds based on performance.
Finally, the Journeyers are those who have achieved the dream of implementing always-on, multi-channel marketing automations that run across the customer lifecycle.
Generally we find most companies we deal with sit between the Auto-responder and Workflower stages.
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