If there has been one significant change in the area of marketing and engagement, it is the almost complete ubiquity of “programs”. Some of them have names like Facebook, LinkedIn, Twitter, and YouTube. Others have names like Salesforce, Marketo, Dynamics, and Infusionsoft. Yet despite the great fanfare, why does the system’s promise rarely materialize?
- A problem is identified.
- A vendor prescribes the medicine: merely purchase software package X (or spend time doing Z), and all will be well.
- The software is purchased and configured.
- No one uses it.
- The problem remains.
- Training (and more training, and more training.)
- Monitoring activity (by leaders and front-line managers.
- Align front-line interests with the organization’s goals.
- Incentives / Gamification to encourage usage.
- Performance appraisal/personal goals tie-in.
- Leaders lead by example: the new system isn’t just for the rank-and-file.
- Sensitivity to the difficulty of change.
- Flexibility / Mid-course correction: as the system is implemented, more will be discovered.
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