Job Requirement: Experience with Marketing Automation software ?

November 20th, 2009 by Tom Elrod

I recently read a great post by Jep on LeadSloth entitled “Why Are  Marketing Automation Managers So Hard to Find?“.  Although it was a great read, the one thing that kept bothering me was  that the first job requirement for a Marketing Automation professional  was “Experience with Marketing Automation software”.

This is disturbing because of all the important skill sets a Marketing  Automation manager should possess, knowing how to use a particular Marketing Automation tool should be minuscule in comparison.  The  primary value they should be providing is their ability to craft effective campaigns for the business.  Execution of those campaigns should be trivial with the right tools.  Otherwise, if more time and  effort is spent on learning the tool set than execution, isn”t that ultimately taking away from the overall value?

In my opinion, learning how to use a new Marketing Automation tool  should be no more difficult than learning how to use Google Analytics.  For example, integration of LoopFuse with a user”s website is the same  basic process as with Google Analytics.  Another example is with our new  CRM Wizard, users can integrate their LoopFuse accounts with their accounts within minutes… without outside assistance.

Learning a new Marketing Automation tool should be easy.  If you have to  take a training course, then might be worth evaluating why.


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