Best Practice Report

Preparing For Marketing Automation: Process Definition

Aligning Process Definitions When Buying, Merging Or Migrating Marketing Automation Technologies

October 5th, 2022
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Drew Zalucky

Summary

In a process definition initiative, B2B organizations chart their course to marketing automation platform (MAP) implementation by outlining operational procedures and specifying the business processes enabled by this technology. As part of this initiative, the marketing team determines the required processes and promotes critical alignment between stakeholders. In this report, we determine what processes must be created and defined for a successful MAP implementation.

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