Installation of a marketing operations or marketing automation software system is a big event. The selection process and your excitement about the software’s potential, can take your attention away from a very critical aspect of the new system: training.

Have you ever had a boss hand over a new software program to the staff and say, “Dig in and learn it!”? Unfortunately, this happens in many companies. Each member of the staff is left to his or her own devices, in some cases without any direction at all as to what is expected.


The boss believes he or she is saving time and money by turning people loose to learn the software on their own. The problem is this actually could add time and cost to the rollout because it is likely to lead to imprecise goals, misaligned efforts and unrealized benefits — not to mention eroding bonds between team members.


Software Training = Change Management

After implementing many new marketing-related software systems for 20 of the nation’s top 80 advertisers, if there’s one thing we’ve learned at MarketSphere it’s that training people to use systems is as critical as the systems themselves.

A new marketing and management discipline has emerged to help marketing departments deal with changes related to installing a new cloud-based, automated marketing operations or marketing automation system. The service is called “Change Management” — it helps everyone on the marketing team as well as other departments of the company keep an eye on the big picture and confidently absorb changes related to the new software. Two of the best features of Change Management are that it supports corporate goals and improves adoption.

marketing automation needs people

Change Management helps corporate leaders and marketing staff, as well as the rest of an enterprise, understand and support implementation of the software. When team members understand what the company is trying to accomplish with these technology tools, it helps them make better decisions at their level. It also helps them keep an eye out for problems and opportunities that could affect the business.