Today, marketing teams are facing some truly difficult challenges. Control of information has shifted from brands to consumers, customer expectations have skyrocketed , and increasing competition makes it difficult to stand out from the crowd.
To execute global, integrated marketing campaigns that span dozens of regions, languages, and channels, marketing teams are investing in a new breed of collaborative work management tools that promise to:
Getting staff on the same page across teams and distance
Improve the quality and consistency of work
Reduce communication problems and time losses
Increase work capacity and production
Yet many marketing teams aren’t seeing ROI on their investments. And the reason? Lack of adoption.
Companies always struggle with user adoption , and some even report azerbaijan phone number data a drop in productivity after using new tools. With results like these, it is not surprising that a lot of software ends up as abandoned software that is not used, thus consuming resources and causing doubt about whether or not to try new solutions.
Adoption rates for collaborative work management tools vary widely, even when they promise similar results. According to a recent study of marketers, most teams were able to achieve 100% user adoption of Wrike in less than a month.
By looking at the data, we can identify the most common reasons why your marketing team might not be using work management software and what you can do about it.
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5 Reasons Marketing Teams Haven't Adopted Their Work Management Solutions
Reason 1: A bad initiation process
Our brains are wired to make judgments all the time . Once we've formed them, it's very difficult to change our minds. A bad experience at the beginning can leave such a negative impression that it takes weeks or months to get over it.
Many collaborative work management solutions on the market have limited resources to help new users get started and poor technical support, leaving a bad taste in the mouths of marketing teams.
How to fix it:
Invest as much as possible in the onboarding process. Most enterprise software solutions have dedicated customer support professionals to help your team achieve their goals and get the best results from the tool. The support they offer can be on-site training, phone/chat/email support, video support, interactive help portals, and more. Make them work for you.
Make other complementary resources available to your team. From ebooks to training webinars to online user communities , there are often plenty of self-service resources available for collaborative work management solutions. This can help your team get up and running with recommended best practices.
Host mini-training sessions with your team . Adopting a new tool can be a daunting task for any team, but there will be certain personality types that will need a little more training than others. Host short, simple training sessions with your team, and reward people who perform simple actions with the tool. The University of Notre Dame turned Wrike training into an engaging and fun experience by creating their own awards ceremony, Wrikies! Think outside the box and make it easy for them.
Reason 2: It is one more tool that they have to learn to use
The world of SaaS marketing software is already a very crowded and fragmented space , and the thought of having to learn and start using yet another tool can be overwhelming for staff. This, coupled with the fact that many organisations aren’t getting the full benefit of the tools they already have, can lead to increased scepticism about any solution and resistance to change.
How to fix it:
Take advantage of integrations and APIs. Your collaborative work tool should bring order to the chaos by becoming the “single source of truth.” Connect as many of your existing tools as possible to increase visibility while allowing people to use the applications they like best. A flexible API can help your organization customize tools for very specific uses, achieving incredible value.
Automate work entry and project creation. Entering data into a work management solution seems like a chore and a time-waster for busy teams. Use templates to dramatically reduce the time spent creating and managing repeatable tasks and projects. Use automation to the fullest extent of your workflows to allow your team to focus on more high-impact work. Request forms are a great way to bring consistency to work entry and allow your team to avoid having to chase down every critical detail, delaying project initiation.
Reason 3: “One size fits all” doesn’t fit
Whether it’s a table, a grid, or a flip through a common spreadsheet, every work management platform has its own approach. If this view suits the type of work being done and the user’s work style, great. However, every organization, every team, and every individual has their own preferred way of working. A one-size-fits-all approach rarely works. If teams think it will be difficult to make the tool fit their needs, they will quickly abandon it.
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