December 14, 2015

The Right Project Manager for Marketing Automation Projects

IT projects are hard. Marketing Automation projects are harder.


For Marketing Automation project to be successful, it is vital to have project team members who can understand the technical implications of how the system is deployed and integrated into existing tools. The key is to have a Project Manager that understands marketing technologies and can “talk the talk” with IT AND with Marketing.

In addition to traditional IT Project Manager skills, your Marketing Automation project PM needs to understands the following:

  • Marketing data, data relationships, and how data is used in marketing programs
  • Measurements of effectiveness of marketing programs and strategies
  • Marketing technologies for campaign management, marketing process workflow, inbound/outbound marketing automation
  • Cloud/SaaS/IaaS technologies
  • CMS and DAM systems, and how they are used in digital marketing

Is it tough to find someone with these skills? Yes, you better believe it! But it’s not impossible. Grow from within. Cross-train your brightest PMs in the ways of marketing, and you’ll be ready when your projects start.