Like Dug from “Up”, marketing ops is often plagued by the “SQUIRREL!” syndrome when the next start-up claims to have created the marketing system to end all systems. I mean, the sales rep said it was “seamlessly integrated” with all my other systems! It will connect your email platform, CMS, and CRM and show your boss how much money all your campaigns are generating! After you present the results at the next big meeting, the board will start chanting “R-O-I, R-O-I!” and carry you out above their heads on a blanket made entirely of 100-dollar bills.
Oh, how we love to try new software, just because it’s new, not because it’s proven. But did we mention it’s new! We could even be the first company to try it! What could possibly go wrong?
6 months later, you’ve spent thousands of dollars and hundreds of hours in implementation, only to log in and realize, “um, this doesn’t really do what it said it would.” I’ve been there. It’s root canal painful. Even if you see red flags along the way, just like the ill-fated cast of Speed 2, it’s too late to turn around. It doesn’t have to be that way. Together, we can stem the tide of Marketing Operations New System Addiction (believe me, I tried to come up with a “T” to make it “MONSTA”).
So, Mr. Sales Guy, Define “Seamlessly Integrated”
With so many companies making similar promises, before you know it, you bought DataMarketOmniGemiAnalytifyLy Version 2.5. You’re not really sure what it does, but boy did they have a sweet display booth.
If you absolutely have to pursue a new system, how do you see through all the acronyms and get to the truth?
Ask the hard questions, and keep asking them beyond the first sales pitch. Get their engineers on the phone, ask your IT crew to join you to ask the “nerd” questions you might not know to ask, and don’t stop until you’re sure.
Ask for examples of successful integrations, and don’t relent until you’ve seen them or talked to people at companies they claim as “success stories.”
Use All Your Cylinders
Your existing systems may be more powerful than you think. You might be driving a Porsche, but think you need a McLaren because the Porsche just isn’t cutting it. Maybe you’re just not using all your cylinders. Take time to build out your current systems, and make sure your using all their functionality to their fullest potential. Talk to your system’s support team, sign up for extra training, see what type of customization they can build for you. Remember, you’re paying them to help, so don’t waste their expertise!
It’s not easy, and it may take time, but by halting the spread of MONSA, you can save yourself a boatload of time, energy, and pain implementing a system you didn’t need in the first place.