Firm A: Technology specialist got a new email provider. Prior to this, there were no discussions with database management team of how to integrate this new service with their data platform. How would new or updated records be transferred, opt outs be managed, demographic changes be reflected?

Firm B: In an information services company, the marketing dept. signed a contact with a large marketing automation software company. They then turned it over to IT with the directive to implement this with their current database software. Since IT was unaware of this purchase until after the fact, no consideration had been given to if or how complicated this integration would be, whether this was a good fit, or the costs for building the data communications.

As our technology platforms multiply and get more complicated to integrate, it is imperative that teams work together to find the most appropriate, flexible, cost-effective, and user-friendly option BEFORE a contract is signed.

Multiple user groups should be involved in the final testing testing of a new system—users from events, e-media, subscriptions, membership, research. Listening to the pros and cons of this system from a variety of intelligent voices can help give a new perspective. Also, when others are consulted, I have found the buy-in to change improves. Why invest in a system that no one ends up using?

There should also be an objective project manager who keeps the process moving forward and looks out for the organization’s best interests. Often the different user groups will look at these explorations from how it impacts just their department. They are not aware how this change will impact the entire organization’s processes to hopefully streamline workloads, learn more about customers, and improve the bottom line.

The project manager can be an internal or external person. I have done this from a consultative role for several firms.  If you do hire an outside consultant, find out their relationship with the companies under consideration. While we are all familiar with different firms, I do not think that as consultants we should be financially or otherwise tied to firms we recommend, unless full disclosures are made.

And if you have yet to lay out your STRATEGY for a new database or technology platform, be sure to read my recent post on this topic.

The journey continues.   C