Best Practice Report

Preparing For Marketing Automation: Project Structure

Outlining Project Management Needs When Buying, Merging, Or Migrating Marketing Automation Technologies

October 4th, 2022
With contributors:
Cristina De Martini , Ella Sullivan , Drew Zalucky


The project structure for implementing a marketing automation platform (MAP) informs the required alignment between sales, marketing, customer success, project team, and key executives. Organizations should frame project roles so that the right people are playing the right jobs, and craft the project organization to align tasks and people to meet implementation goals. When structuring the project, marketing defines specific guidelines for how team members should work together and decides what must be completed throughout the project. In this report, we provide guidance on determining project roles and structuring the project tasks required for a successful MAP implementation.

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