Governance within a marketing automation platform is commonly used as a tool for managing workflows and mitigating risk. Practices are typically well established and ingrained into the daily production routines of a marketing team’s processes, and they can often be overlooked or under appreciated when an organization implements a new marketing automation platform.

The fact is, there’s a lot that can be accomplished during an implementation by a robust and well-considered governance policy. More and more frequently, organizations that are switching MA platforms are bringing governance to the front row to help manage the transition and set the team up for success moving forward.

Team Readiness

One of the biggest areas we’ve seen governance officers take on during an implementation is preparing the marketing team for the transition. While this is typically seen as the…

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