Shifting processes: How to enable marketers to leverage a self-service platform

Abstract

As marketing processes evolve from batch and blast campaigns to journey-based models, marketers must increasingly own the technical implementation of their work. Enabling a data-driven marketing organisation often means adopting a selfservice model where marketing teams are the primary users of the tools that power their projects. This paper will outline how to facilitate the adoption of a self-service platform by examining transition planning, vendor selection and adoption facilitation.