Over the past decade, I’ve had the benefit of managing (or at the very least, occupying a front-row seat to) more than 100 marketing automation implementations for B2B software companies. Those implementations have included HubSpot, Eloqua, Pardot, Marketo, and everything in between, going all the way back to Vtrenz (before it was acquired by Silverpop). At this point, it’s safe to say I’ve seen and learned my fair share along the way. I’ve seen what makes implementations successful, and I’ve seen what causes them to fail.
Marketing velocity is the speed or rateat which marketing efforts yield business results. Marketing velocity can be accelerated with the thoughtful implementation of enabling technologies such as marketing automation, CRM, social media platforms, and analytics solutions. However, companies often expect these technologies to be the solution rather than enable the solution. In fact, sales and marketing technology slows marketing velocity or speeds up bad outcomes more often than it serves as an accelerant.