Peter de Luca’s take on making marketing automation work. HOW TO MAKE MARKETING AUTOMATION WORK FOR YOU • The Marketing Team is thinking strategically. They’re being innovative in terms of channel engagement. They know what data exists. They’re defining more complex campaigns to drive more personalization. They know what they can get out of their technology. In essence, they’re pushing the Operations Team to do more interesting things. • In turn, when the Operations Team is being pushed with more strategic and innovative engagement strategies, they naturally become savvier with the technology platform. They’re being pushed to use more of it. They’re coordinating multiple channels in their journey, applying more complex business rules to drive more personalized experiences. • In turn, the Analytics Team has more data to analyze and more tests to evaluate. They’re able to find more insights on what’s worked and what hasn’t worked. They’re providing meaningful reports and dashboards to the Marketing Team in order to inspire them further. The result is a positive loop that continues and continues. So what happens when all is aligned perfectly, and the back end is on its best behaviour? For one thing, the brand’s marketing technology investments are aligned to the sort of relationship it wants to have with customers. And for another, you can accomplish great things.