When failing to plan means planning to fail.
Nothing showcases chaos within a team like taking the leap to bring in digital tools without proper planning. I’ve been on teams and seen teams destroy themselves from the inside out by purchasing systems that are so far beyond their capabilities without the talent, budget or plan to support the tool.
The situation
It all starts with a razzle-dazzle presentation at a conference or webinar. Excited sales teams present the latest technology. The excitement is contagious and someone decides to take the leap. Connections are made, internal buy-in is secured and budget dollars are allocated. The next thing you know, there’s a signed contract, massive bill and sky-high aspirations to be best-in-class.
The challenges
While the excitement is real, most teams find that it quickly fades as implementation begins. The implementation phase is when teams start to uncover classic challenges, such as:
Lack of understanding or knowledge on integrations with existing tools
Uncertainty about what they’re trying to accomplish
Knowing what success looks like and how to measure it
Operating without a plan or strategy
Having the technical skills and knowledge to run the tool
Managing high-pressure, stressful interactions with teams and colleagues
Why it matters
The lack of excitement during and after implementation isn’t because the tool has lost luster. Things in the sales pitch looked so easy and seamless. No one mentioned what it takes to get the tool off the ground and, quite frankly, it’s rare that teams would even know what questions to ask. Unfortunately, this puts teams in a spot to learn as they go. It also blows the budget, extends the timeline and destroys team morale.
Point blank, it’s hard to plan when you aren’t sure what you’re planning for. Working with a trusted partner to help evaluate your existing MarTech, define a vision, and develop a strategy can make or break a successful implementation. It’s a small price to pay on the frontend to save money, time and stress on the backend.