Implementing automation into your business is a multifaceted undertaking that can produce a number of growing pains. While it’s inevitable that you will face challenges, what matters is how you navigate them. By mapping out and implementing specific strategic tactics, you’ll ensure your organization successfully weathers the storm.
So far in our we’ve covered the before choosing and implementing any specific automation technology. We’ve also discussed the importance of breaking down , and creating a decision framework to guide you through the process.
In this post, we’ll take a look at the effect automating marketing processes will have on the humans in your organization, and what this will mean for your operations as a whole.
In order to successfully lead your teams through the journey, you’ll need to anticipate the distinct business trends automation will create and prepare for them accordingly.
The Impact of Creating New Growth Engines
When a marketing services organization sets the lofty goal of creating new growth engines by bringing automation into the fabric of their organization, it impacts three key areas of the business—the operational processes, the business operating model, and the customer experience.
Because involves using machines to replace human tasks, an organization’s operational processes will obviously be impacted.
What does this mean for the human beings that work within your marketing organization?
How will they be affected both at individual and team levels?
And most importantly, how do you communicate these changes to your employees so you can successfully bring them onboard the automation journey?
The process involves assembling a trio of internal teams to guide your business through the evolution, as well as considering what your employees will need in terms of training and reskilling.
Utilizing a Team Structure
There are three internal teams that need to be set up to help your organization launch a successful automation journey—a Center of Excellence (COE), Task Force, and Change Agents.
A center of excellence is a team of C-suite executives and other top organization leaders across business, finance, IT, and other key departments. Their primary focus is on how automation affects the organization from a high-level, strategic standpoint—i.e. what it means for the company’s operational processes, business operating model, and customer experience.
A task force consists of individuals who are down in the trenches of the organization. Primarily tech-focused, they’re familiar with the company’s operational processes and know how to execute essential manual tasks. This operational knowledge, combined with their inherent tech skills, gives the team the aptitude and expertise to identify which processes should and should not be automated. In other words, the task force’s primary purpose is to identify operational tasks for automation by analyzing the company’s current processes against market needs.
Change agents are the evangelists of the automation journey. They have a softer skill set and are not recruited for their tech skills or familiarity with manual processes. Rather, their job is to promote change and encourage the automation movement throughout the organization. They are enthusiastic, open-minded individuals who encourage others to embrace automation by taking the lead in demonstration. They seed positive conversations about the automation of marketing processes to overcome internal resistance and ensure implementation is successful across the organization.
Upskilling & Reskilling
Finally, as your marketing organization goes through this journey, it’s necessary to take an inventory of hard and soft skills. From this perspective, what will the automation of marketing processes mean for your individual employees?
Implementing automation into your business is a multifaceted undertaking that can produce a number of growing pains. Although the impact on the humans within your organization is one of the hurdles you will have to over come, there are simple tactics that you can utilize to mitigate the impacts of change.
Mitigate the impacts of change on the humans in your organizaton by:
Utilizing Team Structures
Upskilling & Reskilling
Taking into account the role that individuals in your organization will take as automation is rolled out, it is important to ensure their involvement in the processes, consider their feedback and always ensure you are upskilling and reskilling them to create a streamlined career path. Doing so will provide reassurance to your teams while validating the need for automation implementation to ensure not only the growth of your company but the success of the individuals who work within it.