MENUMENU

Why You Shouldn’t KISS Your Marketing Automation System

We all know the well-loved acronym, KISS – Keep it simple, stupid. And in most cases, I’m a big believer in simplicity. Taxes? Keep ‘em simple. Relationships? Keep ‘em simple. Marketing Automation system? Well now that’s another story…

See, as the intelligent, driven marketer that you undoubtedly are, you have probably pontificated about how to track marketing’s impact on revenue and all sorts of other highly valuable and novel insights. Am I right?

So, then you probably went out and did some research on which marketing automation system was right for you. Congratulations, you two make a great couple! So then…reality set in. The honeymoon phase was over. You and your shiny new system looked each other in the eyes and said, “now what??” You probably set up the basics like you were told, and then realized, “holy smokes, this is kinda hard work. I thought I could just wave a magic wand and it would all be working.” Le sigh.

So then you said, “Aha! Got it. I’ll just go with the easy stuff now, and then one day I’ll get around to the heavy lifting.” And we all know that’s like saying, “well I’ll just buy these great jeans one size smaller because one day I’ll fit into them.” Uh huh…we all know how this ends. And what do you get? A glorified email marketing platform. That’s all. All those beautiful, sparkly reports you promised your exec team? That future raise you already pre-spent on those too-small jeans? All out the window.

What I’m trying to say here is that you really really really need to understand the dedication your marketing automation system will need, especially at first. But more importantly, the value in a seemingly complex system that can help you paint the complete marketing-to-revenue picture, give you predictive analytics, and honestly make you a marketing superstar, that’s where you need to be. The path of least resistance in choosing either a sub-par (read: simple) MA system, or not utilizing your MA system to its full potential is a bad decision.

Don’t think that a MA system is “too complex for my needs” – that complexity is the key to driving your business, your analytics, your marketing efforts, and your career above and beyond. A system that seems more your speed from the outside is really one that screams, “I have limited functionality!” And with that partner in crime, you will go nowhere.

So, yes – START simple, but don’t KEEP it simple. So, go give your MA system a big, giant bear hug. But please, no KISSing.

Want more? Here's some related content

marketo_wait_steps_hidden_dangers

Marketo Wait Steps: Beware of These Hidden Dangers!

[Insert final Jeopardy music here] How many times in a day do you look at...
mafails_kim_featured-01

#MAfails: New to Marketing Automation and Looking With Your Eyes Shut

My most memorable fail in the marketing automation world happened when I was still pretty...
optimism_effect_Featured

Do You Have It? Thoughts on the "Optimism Effect"

I often wonder: is optimism an inherent, or learned skill? I hope it can be...
growth

The Two Things Your Business Must Have to Grow

When I graduated from college way back when (can a little more than a decade...
lol the man laughs humor reaction Joker retro style

GDPR is a Funny Four-Letter Word

A little humor to ease the pain... Happy GDPR Day! Email inboxes everywhere rejoice as "the...
Diary entry for GDPR on 25 May 2018 with reminder sticky note

Marketing’s Vital Role in GDPR Compliance

As the deadline to become GDPR compliant approaches, forward-thinking marketers are taking steps to identify at-risk...
FearlessModernMarketingCatMeme

Challenge Your Assumptions: A Guide for the Fearless Marketer

My Take on Ann Handley’s Session at the Marketo Summit: “Challenge Your Assumptions: A Guide...
Adrath-3

Courageous Tech Marketers Grow CLV by Keeping Customers for Life

My Thoughts on Adrath Albee’s Marketo Summit Session: “Courageous Tech Marketers Grow CLV by Keeping...