People say that the couples that are least expected are the ones that stay forever together. And also, the ones that make the best business departments. Wait, that can’t be, right?
So, in my last post, I’ve covered more general topics, like digital transformation, business process automation, etc. But this time, I want to take a deep dive into simple processes that changed our daily life. This is the story of how we automated our first marketing process. And this applies to all business units, not just one in particular. But for the sake of this article, I’m going to talk about my business department.
Most marketing departments are a mess, we have a million processes that are not formally recognized, or we don’t even know that what we are doing is part of a major process. For example, campaigns may have the same format over the year, so we know that the overall time we are going to spend with that campaign is two months. In that campaign we usually host an event it can be a Webinar now that we are in the “new normal”, or it could be a meet-up, a business breakfast, or anything, you get the idea. We also know which stages of communication a campaign has. How many posts on social media, articles in our blog, emails that we are going to send.
I won’t bore you with the details of a marketing campaign, but if you haven't noticed yet, what I mentioned here are tasks in a process, stages of that process. And believe me, doing this without a cloud BPM tool was a nightmare.
What was really the greatest game-changer was that we used a flexible platform that allowed us to create specific processes for each one of our needs. Or evolve those processes that were to become obsolete.
So, apart from our experience, here I will tell you how we did it and why it was so important. In the first place, as I told you before, we took the time to identify which stages were of utmost importance in the process. Which are the tasks that we carry out every time we have a campaign. Also, we thought about making those tasks reusable to create a single cloud workflow that serves all campaigns.
Once we finished this first instance, where we modeled the process into a formal workflow, we made it clear for every team member. Now we were ready for the next step. Here is where it gets tricky. How do you choose a BPM platform that serves your objectives?
We are all familiar with various software that has different features that will make our life easier. The key is to find BPM software that can adapt to any context or process. It’s simple enough, but there is not plenty of software that can do that. For once, the ones that stand really complex processes are not designed for managing simple ones, and vice versa. So in this step take the time to assess which are your needs and how to satisfy them.
We chose a cloud BPM software that offered us the flexibility we needed. We launched our first process, and it was a bit messy, but it still was a huge improvement from our previous way of handling business. Now was the time to measure its performance. And this is key for every aspect of life, you cannot make decisions based on personal perceptions. This applies both in marketing campaigns and business decisions. So we made reports with the information we needed and left out the numbers that nobody cared about. This moment was when we realized the potential of automating our processes. We clearly saw how we could optimize our marketing process to have better results.
So we did. We continuously optimized our process. We had better results. Our campaigns were more effective, we managed to extract information that we used to ignore, and our message arrived clearly to our customers. This all translates into more resources available, time spent on more important and thoughtful tasks, and of course more revenue.
What I want you to understand is the importance of leaning on technology for improving your business department. BPM software will never replace people but is key to developing a relationship with that technology to have a competitive advantage and come ahead in the market.
What is more, the customer will notice the change and will perceive a better service. And there is no better marketing strategy than a happy customer.