Sie sehen sich mit Gegenwind von Ihrem Team konfrontiert, wenn es um Änderungen an der Marketingautomatisierung geht. Wie können Sie ihren Widerstand überwinden?

Primeiro ponto é entender quais os motivos da resistência antes de qualquer contraponto. Até mesmo, para argumentar com dados as partes mais técnicas. E como eu mesma já disse, dados. Não coloque nenhum ponto sobre alguma resistência sem dados. Levante as informações, busque trazer todos os pontos necessários, dados, cases e o motivo da automação. Além de claro, reforçar o porque de tudo isso estar alinhado ao modelo de negócio da empresa.

Listen to your team’s worries about automation. Address their specific issues and validate their feelings to build trust and show you value their input.

Quando o trabalho é em equipe, há uma necessidade de se entender o momento e as aspirações de cada um. Para isso, quando propomos algo novo, devemos entender nosso cenário e trazer para conversa, de forma aberta e clara, todos envolvidos, ouvindo suas percepções, suas preocupações e a partir de então colocar os motivos pelos quais novos sistemas serão implementados. Mostrando que ao ouvir, a compreensão é genuina e a proposta do novo veio pensada estrategicamente na melhoria de processos para todos. Que se pode ter ajustes, que todos estarão envolvidos no projeto e que se trata de uma oportunidade onde há ganhos e crescimento para todos.

Overcoming Resistance to Marketing Automation Educate: Explain benefits, address concerns, provide training. Involve: Seek input, collaborate, empower. Demonstrate: Pilot projects, measure success, celebrate wins. Address concerns: Listen, empathize, reassure. Support: Provide resources, be available, offer incentives. By following these strategies, you can overcome resistance and successfully implement marketing automation.

In communication, try to act as follows: - Holding team-specific meetings and clarifying the network of points that can be talked about. - The work of the proposals. - The ability to speak immediately to the manager from all the work team. Communication must be effective and you must listen to all parties and promise to develop the situation

In my role, I’ve seen how clearly communicating benefits can turn skepticism into support. A university once faced resistance when introducing automation to streamline grant applications. By detailing how the new system would reduce administrative burden and improve accuracy, leadership was able to gain buy-in from staff. Current trends in government contracts emphasize transparency and aligning automation with team goals. In higher education 🎓, where resources are often stretched, showcasing how automation enhances efficiency without compromising quality is key to overcoming resistance and achieving success.

Ao entender as percepções da equipe, absorvê-las e mostrar que há e continuará havendo um ambiente colaborativo, é hora de se mostrar os benefícios da automação de marketing. Que a união de esforços mostrará o quanto podemos simplificar processos, compreender melhor etapas e ter mais dinamismo no projeto. Isso nos permitirá ter tempo para ideias e concepções criativas tornando o ambiente gratificante. Importante o entendimento que mudanças geram mudanças e crescimento.

Instead of taking away the fear, it can often help to switch the perspective: point out “what’s in it for them”: How will they benefit? Why is their life improving by using the automation?

Change management is key. You can have the best technology, and the best process, and it can still fail. Even when the change is positive, and your stakeholders seem excited, they will still need personalized learning paths to help them through the change. What we found on a recent project is that 2-week sprints, and involving stakeholders in those sprints, especially the sprint reviews, can make a big difference.

Training the marketing team can help improve the skills, knowledge and confidence of marketing staff, enabling them to carry out marketing campaigns more efficiently and effectively. For example, training can help them learn how to use state-of-the-art tools and techniques, how to analyze and improve data, how to measure and report results, and develop the team to discard marketing and automation tools

Importante dentro de todo processo de implantação e adaptação das novas ferramentas de automação, sejam feitos treinamentos de forma clara e eficaz, usando termos compreensíveis e aplicáveis. Deixar claro que todos estão sendo capacitados e que o diferencial do projeto será a participação e envolvimento de cada um no treinamento. Há um investimento em treinar, compreender o momento de cada ambiente na empresa, adaptar o que deve ser adapto e fazer com o treinamento seja visto como motivante. A equipe bem treinada gera resultados positivosm gera sentimento de pertencimento.

Learning by example helps the team teach their teams the mechanism to do things easily, quickly and reliably. They have a mentality of keeping pace with change and continuous improvement, while, of course, without the leader's support, teams will look for ways to solve and implement things in hard ways. This will reflect ineffective working systems

Collaboration is the participation of all team members in a work to achieve an evolution in the field of automation, each individual may have his or her skills and abilities different from others. These differences distinguish each team from others. Collaboration between coworkers requires everyone to know each person's responsibilities individually, and how these responsibilities contribute to the fullest possible completion of joint work.

It is also part of feedback to NOT follow the advice given. You can never incorporate all aspects and opinions. But: you should always explain the why behind your decision and communicate it openly!