3. August 2020 ǀ Munich Ismaning
Marketing Automation: Getting the right stakeholders on board
In the interview below, Adrian Ranfft, Senior Manager and Head of Competence Center Marketing at maihiro – Part of Accenture discusses the specific challenges faced when implementing marketing automation and reveals how maihiro can, using its integrated consulting approach, provide a solution.
Intelligent marketing software, such as the SAP Marketing Cloud, is designed to support companies by providing a 360-degree view of the customer, which facilitates a more targeted and efficient management of marketing-specific processes during your customer journey. Based on your hands-on experience, could you describe the first steps of this kind of implementation – above all with respect to the human factor?
Adrian Ranfft: Our experience demonstrates that companies often feel like they are under pressure, when familiar marketing processes have to be implemented in a new system environment, instead of redefining them. In line with the motto, “Never stop running a system.”
However, implementing new system infrastructure presents many opportunities. For example, the replacement of in-house designs that are in need of maintenance or no longer sustainable, as well as streamlining processes using integrated systems, but also swifter adaptation to new technologies and processes. Another step towards digitization is taken at the same time.
How can you assist with your integrated consulting approach?
Adrian Ranfft: Our approach is to not merely implement familiar processes in a system-based way. We focus on professional advisory components in addition to optimization, thus imparting our customers with the requisite know-how above and beyond “business as usual.”
Our approach based on the expertise of strategic, professional, and technical customer experience enables us to provide customers comprehensive consulting services. In practice, this has shown to offer clear benefits such as short project durations, a high level of acceptance of systems and processes, as well as the compatibility of a strategic concept with the ability in implement it technologically. We would rather develop an 80% strategy, which is 100% implementable, than a 100% strategy that is only 20% implementable.
So it is not a question of simply providing customers with components for technical solutions, but of accomplishing these in unison with managerial and organizational processes. This probably presupposes a continuous, mutual exchange of expertise?
Adrian Ranfft: Correct, in order to prepare our customers as a leader in the age of customer experience, that is a quite important point. In practice we promote this through a close-knit exchange between technical and professional as well as strategical contact persons. For our customers and advisors, this is by all means a demanding process, as everyone has to step out of their comfort zone – strategists are confronted with technical options, technicians have to grasp the idea behind a strategy and find solutions to put it into action.
Short iteration cycles and close contact between customer and advisor are the preconditions for obtaining value and gaining experience through the effects of the measures taken.
Autor: Verena Holzgreve ǀ 3. August 2020 ǀ München Ismaning
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