This interview was conducted by Microsoft Customer Advocacy Writer Molly Apel and published on the Microsoft Customer Success website.
Executive Summary: Today’s CMOs are expected to spend an increasing amount of time wearing a CIO hat. According to Wolfgang von Enckevort, Managing Director at Vepro, an agency that helps companies optimize marketing processes and customer engagement solutions, while taking on the responsibility for technology is simplified with the right software, there are a few crucial things that must happen before that software can be implemented. Here are three things von Enckevort says CMOs must do before they can bring in marketing systems that will optimize their marketing organization.
3 Questions CMOs Must Ask Themselves to Successfully Implement Marketing Software
While you may have a robust customer relationship marketing (CRM) database and an established cadence of respectable marketing activities, odds are there are costly inefficiencies within your marketing department that are eating into your budget—and causing lost opportunities. Wolfgang von Enckevort, Managing Director at Vepro, anagency that helps companies optimize marketing processes and customer engagement solutions, recommends marketing software in conjunction with a CRM database to reduce waste, automate tasks, and streamline processes. He says that as he approaches new clients, he finds they often overlook three key questions that stand in the way of the successful implementation of marketing technology.
Vepro doesn’t just advise on optimizing business with software-based marketing solutions, the company was built around cloud-based collaborative market management solutions, like Microsoft Dynamics Marketing in the Cloud. Their company’s mantra is enabling marketing success - enabling customers to do great things with technology. The company works directly with clients as well as with Microsoft Partners. “Being a Microsoft Partner ourselves, that is a little bit unusual.” Says von Enckevort, “We train other Microsoft partners using Microsoft technology under the marketing paradigm and focus. In the past 3 years, or 4, now -- we have trained more than a thousand partners, as well as Microsoft staff around the world on the Microsoft Dynamics product.”