{"id":320,"date":"2020-01-20T10:26:20","date_gmt":"2020-01-20T10:26:20","guid":{"rendered":"http:\/\/danube-valley-digital-marketing.at\/?p=320"},"modified":"2022-09-09T13:59:40","modified_gmt":"2022-09-09T13:59:40","slug":"running-martech-the-car-repair-shop","status":"publish","type":"post","link":"https:\/\/danube-valley-digital-marketing.at\/de\/marketing_technology\/running-martech-the-car-repair-shop\/","title":{"rendered":"Running Martech &#8211; The Car Repair Shop"},"content":{"rendered":"<h2 class=\"wp-block-heading\">What I do &#8211; non-industry people version!<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\">\n\nImagine:\n\n<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\" style=\"grid-template-columns:53% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"890\" height=\"491\" src=\"http:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/08\/tesla-repair.jpg\" alt=\"\" class=\"wp-image-323\" srcset=\"https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/08\/tesla-repair.jpg 890w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/08\/tesla-repair-300x166.jpg 300w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/08\/tesla-repair-768x424.jpg 768w\" sizes=\"auto, (max-width: 890px) 100vw, 890px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ul class=\"wp-block-list\"><li>Your systems (the CRM, Marketing Automation, Sales Engagement) are car parts<\/li><li>Data- &amp; Intelligence as well as processes: the fuel &#8211; petrol, diesel. All new: electricity.<\/li><li>The sales &amp; marketing teams: the drivers<\/li><\/ul>\n<\/div><\/div>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\">Let&#8217;s assume the team is competing in a championship &#8211; a racing team! Formula 4: <\/p>\n\n\n\n<p> Ok &#8211; let&#8217;s assess the car we start out with: a solid if a bit rigged \u2026racing car, running on regular petrol. The drivers are familiar with it&#8217;s straightforward enough operation. No chance to compete with the top ranks yet.  <br>So what&#8217;s next? A shiny new engine &#8211; it&#8217;s all about speed, right!? But of course challenges arise: <br><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"http:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F4-1024x512.jpg\" alt=\"\" class=\"wp-image-374\" srcset=\"https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F4-1024x512.jpg 1024w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F4-300x150.jpg 300w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F4-768x384.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ul class=\"wp-block-list\"><li>The engine&#8217;s much higher performance can&#8217;t be handled by the chassis.<\/li><li>The exhaust system wasn&#8217;t built for this either. <\/li><li>A lot of little things: more &amp; better lubricants, better brakes, etc.<\/li><\/ul>\n\n\n\n<p> <\/p>\n<\/div><\/div>\n\n\n\n<p>&#8211;&gt; Integrations: tools like <a href=\"http:\/\/zapier.com\">Zapier<\/a> (there&#8217;s even a free version), <a href=\"http:\/\/tray.io\">Tray<\/a> (SMBs) and<a href=\"http:\/\/mulesoft.com\"> Mulesoft<\/a> (Enterprise) make the new engine compatible with the existing setup. Suffice to say, after some intense time in the garage, the pimped car is ready to go!<\/p>\n\n\n\n<p>But &#8230;we forgot about the drivers! So they take their place &amp; a lot of things are different &#8211; mostly under the hood, but handling is affected as well. After the first more narrow turn, they&#8217;re off the road, they can&#8217;t handle the acceleration, the new suspension and so on! Fair enough &#8211; training time.<\/p>\n\n\n\n<p>&#8211;&gt; Clear processes to work the CRM, goals and reports. Marketing campaign tracking, automation &amp; strategy. A Demand Gen Funnel, made visible via Business Intelligence solutions. <\/p>\n\n\n\n<p>Now that the drivers are also up to speed, the F4 championship was a good challenge the team masted!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\">On to Formula 3!  An all-new challenge:  <\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"510\" src=\"http:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F3.jpg\" alt=\"\" class=\"wp-image-375\" srcset=\"https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F3.jpg 750w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F3-300x204.jpg 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ul class=\"wp-block-list\"><li>Bigger, more experienced teams with more resources<\/li><li>&#8220;Just&#8221; replacing existing parts with better ones doesn&#8217;t cut it this time. <\/li><li>Team Owners want to win the very first season&#8230; challenge accepted!<\/li><\/ul>\n<\/div><\/div>\n\n\n\n<p>&#8211;&gt; New tech is needed: a completely different suspension (Sales Engagement Automation), supported by new hydraulics (People Intelligence). All needs to be integrated and trained like before of course. First races are tough &#8211; the suspension is too soft, too hard, the drivers are not used to the handling. <\/p>\n\n\n\n<p>&#8211;&gt; Moving to better fuel (&#8220;Account Based Marketing&#8221;) takes its toll on the engine and the entire setup, a new fuel pump is also needed (Account Intelligence). So long days in the garage follow to reconciliate all new and existing parts &amp; train drivers in the new way of racing. <\/p>\n\n\n\n<p> Finally though, the efforts pay off: acceleration, handling and aerodynamics are working out, we own formula 3!  <\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\">Formula 2 &#8211; finally! Only one tier below the highest realms of motorsport, yay! Challenges aplenty:  <\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"554\" src=\"http:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F2.jpg\" alt=\"\" class=\"wp-image-376\" srcset=\"https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F2.jpg 700w, https:\/\/danube-valley-digital-marketing.at\/wp-content\/uploads\/2019\/10\/F2-300x237.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ul class=\"wp-block-list\"><li>More &amp; more drivers, still changing too frequently. <\/li><li>Budget restrictions hit &#8211; updates to parts need to be done &#8220;inhouse&#8221;<\/li><li>New series guidelines &amp; requirements (GDPR, new markets, Executives think they now need to see the ROI of each part &amp; liter of fuel)<\/li><li>Aging hardware, especially the engine (CRM). <\/li><\/ul>\n<\/div><\/div>\n\n\n\n<p>That&#8217;s where we are &#8211; trying to get on top to reach the final tier &#8211; Formula 1. Does the team have the perseverance &amp; determination to become one of the world&#8217;s best? We shall see&#8230;!<\/p>","protected":false},"excerpt":{"rendered":"<p>What I do &#8211; non-industry people version! Imagine: Your systems (the CRM, Marketing Automation, Sales Engagement) are car parts Data- &amp; Intelligence as well as processes: the fuel &#8211; petrol, diesel. All new: electricity. The sales &amp; marketing teams: the drivers Let&#8217;s assume the team is competing in a championship [&hellip;]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-320","post","type-post","status-publish","format-standard","hentry","category-marketing_technology"],"_links":{"self":[{"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/posts\/320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/comments?post=320"}],"version-history":[{"count":19,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/posts\/320\/revisions"}],"predecessor-version":[{"id":569,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/posts\/320\/revisions\/569"}],"wp:attachment":[{"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/media?parent=320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/categories?post=320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/danube-valley-digital-marketing.at\/de\/wp-json\/wp\/v2\/tags?post=320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}