Half-baked implementations are a long-term expense and create unnecessary problems for the company.
On the other hand, when properly implemented, business productivity and mechanics reflect :
Marketing teams that work efficiently.
Faster and more effective sales teams.
In terms of results, the growth of the business is evident.
After several dozen implementations of marketing automation job function email list schemes in various industries, we have come to the conclusion that these are the most common mistakes that must be avoided at all costs:
Strategic errors:
Strategic mistakes in HubSpot implementation
1. Consider HubSpot as the solution to business problems:
HubSpot, and any other marketing automation software, is just that: software. It speeds up the procedures and mechanisms you currently have in place. But, if there are no procedures or work processes, HubSpot won't help you at all.
The first thing you need to do is set up processes and define KPIs so that the software can help you improve them and achieve your goals.
2. Considering HubSpot as just a technology solution:
IT is not the only department that should be on the acquisition analysis committee for this tool. In fact, IT will hardly be working with this tool. They will probably only be involved in the initial setup.
The real stakeholders in the implementation are Marketing and Sales, in fact, that brings us to the next point:
3. Not including sales reps in the HubSpot implementation
8 out of 10 times this happens : the Marketing team or General Management decides to implement a complete automation system; and, they do not receive internal feedback, nor do they sell the solution to Management or the Sales Team.
The consequences of these practices?
The Sales Team is not 'on board' with the project.
The Sales Team is unclear about what is expected of them, or how the project will support their work.
As a result, the sales result does not arrive.
When this happens, even though a good marketing implementation has been achieved, there is frustration in the company because there is no return on investment.
4. Consider that it is possible to carry out the implementation internally without specialized support:
All marketing automation system vendors make you believe that implementing their system is easy and almost an automatic process.
However, this is not true. It is as false as when multi-level marketers say that one hour of work a day is enough… it is not true.
Implementing HubSpot tends to become complex due to the number of people involved in the process. For this reason, it requires the commitment of the entire internal team and the support of consultants who:
