In This Chapter
Navigating the complex marketing technology landscape
Determining the right mix of solutions for your business
Embracing change management as part of your implementation process
Assigning resources and user roles
Afully-baked lead generation strategy enables you to attract leads from multiple different channels and have numerous programs running at the same time. It's extremely difficult to manage and track your efforts without the help of one (or more) technology platforms.
There is a huge upside to making a technology investment. Even though you are spending money upfront, you save money in the long run due to fewer human resource needs, enabling you to do more in-house. Technology also helps you measure and optimize your investments so you know exactly what is working and what isn’t. And finally, investing in technology helps you grow your lead generation practice faster, which in turn helps your company grow faster. You can’t argue with that!
But there are so many options to choose from that it can be overwhelming. Just ...