Time for a Tune-Up?
To keep your car engine running smoothly, you know to change your oil every 3 months. To keep your body’s engine running smoothly, you know to visit your doctor for a check-up once a year. But what about your marketing automation system? How frequently should you be reviewing your system to make sure it continues to run smoothly?
When you first set up your marketing automation system, you have stacks of checklists and manuals to tell you what to do and when. But what about after the initial setup? Day-to-day pressures take over, your checklist becomes your to-do list of all the campaigns you need to get out the door, and many of the foundational elements of your system are put on the back burner – unless something breaks and at that point, it could be too little too late.
We are often asked to conduct a system review for clients to help identify:
- Why their system is experiencing certain issues: they know what the pain is, but aren’t quite sure where it is coming from or how to correct it
- Potential areas to align their setup to existing best practices, especially if their system was set up a few years ago and the primary infrastructure hasn’t been given any TLC lately
- Areas where they can optimize system usage: this is the case for a lot of marketers who end up inheriting a system that was set up by a previous team and want to get a “lay of the land”
So what goes into a system review and what questions should you be asking to stay on top of your system? The following 12 Point Tune-Up Checklist will outline what we typically look at as a part of this process and the questions you should ask yourself to make sure your system continues to run smoothly in the years to come.
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Nova Kopitar is a demand generation expert, specializing in results-focused lead management, nurturing, and scoring. As a DemandGen Senior Solutions Architect, she works closely with clients in areas including program alignment, nurture development, relationship management, resource planning, reporting and more. She is Marketo Business Certified and Technical Certified.
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