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Dominic Le Claire By Dominic Le Claire • April 17, 2019

Getting Technical Buy-In for Local Marketing Automation

So you want Local Marketing Automation. 


You've done your due diligence, gotten approval from the CMO, narrowed your options down to two or three vendors.

And now it's time to get Technical Buy-In… 

Marketers in the decision-making phase for a corporate or local marketing automation system often find the process stalls once it comes time to get approval from the Technical side of the house. Here are some common challenges that may come up when IT is evaluating your options:

1. We can build this internally

To this we say, with the utmost respect, but why would you want to? Sometimes, IT may feel offended or insulted that you're looking externally for a tool to manage company collateral. No one's doubting the technological capabilities of your IT gurus, but why re-invent the wheel? When there are companies that have spent 20 years devoted solely to perfecting marketing automation, it doesn't make sense to start from square one. Particularly when it would be yet another side project on an already full plate of technical responsibilities.

2. If we don't host it, we won’t trust it.

A lot of times, companies feel more secure hosting everything themselves. Of course, marketers are usually happy to hear that a solution is hosted by a vendor. It eliminates the need for them to install the software themselves, or to download updates, and tends to be much faster than an overburdened internal server. And when it comes down to it, a third party vendor can often be more secure than a company server, if only because it's associated with just a single element of company data, and operates independently of the name brand.

3. We've seen similar tools but have never heard of any of these companies.

Often, people who work in IT will attend conferences which focus on Digital Asset Management (DAM) and Web Content Management (WCM), while marketers will attend conferences with an emphasis on Customer Relationship Management (CRM) and Marketing Resource Management (MRM).

There's a lot of overlap between all of these kinds of tools. And this can lead to Marketing and IT departments interested in solving the same problems, but with entirely different sets of tools.  The download below can help both marketers and techies come to a mutual understanding of the different classifications of systems, so they can make an educated decision together about which is actually most appropriate for the company's needs.