Switching from Adobe Marketo Engage to another marketing automation platform may seem tempting, but have you fully considered the risks? Migration isn’t just a software switch – it’s a complex, costly, and disruptive process that can impact your marketing performance for months.
The true cost of Migration
Migrating to a new platform isn’t cheap. You’ll need to:
- Rebuild integrations with Salesforce, ABM tools, and lead routing workflows.
- Migrate and clean years of data, ensuring your new system can handle custom objects and program structures.
- Absorb downtime and lost productivity as teams adjust, delaying campaign execution.
- Invest in retraining, even user-friendly platforms require months to master.
Will it be just the same, but a different platform?
Starting over in a new system means a lot of rebuilding of fundamental elements such as nurture programs, lead scoring, reporting, and importantly templates. But more often than not, we see the problem move from one platform to another.
It’s critical to invest in the education of your marketing team to fully maximise an investment in any marketing automation platform – or bring in experts who will manage the platform and get you to the same place.
Marketing disruption: can you afford it?
A platform switch diverts focus from pipeline generation and creates risks like slower campaign execution, loss of reporting continuity, loss of data and insights and ultimately missed deadlines.
Whilst you may think “everything we’ve got is rubbish” it’s an uninformed decision – 9 times out of 10 we review an instance prior to it’s migration from Adobe Marketo Engage, and it’s not that bad – actually what it needs is a solid MarTech plan lined up with the business objectives.
So what’s the answer?
The truth is there is no silver bullet – the reality is you must invest in getting the right skills to validate your system is set-up correctly, align the MarTech you currently have to your business objectives and ultimately provide a roadmap that you can follow internally or with external support.
JTF offers a MarTech Strategy & Roadmap service which does just that. We understand your business like its day one on the job, being curious about how your team and business operates and asking ‘why’. As we go through that process we document everything ensuring we have a clear view of where the land currently lies and importantly what the business objectives are for the current financial year. The reality is every business wants more leads and more revenue.
For those in need of emergency services – the good news is this process can take as little as 2-4 weeks.
Book a call with one of our Marketing Automation Consultants to understand how our MarTech Strategy & Roadmap can help you.