Marketing Automation

Contact us to bring this topic on-site to your location!



Marketing technology is a hot buzz phrase, but what exactly does it mean and why should marketing professionals care?

The rapid rise of marketing technology has been at such a dizzying pace. As evidence of that, today there are over 300 companies in 45 categories comprising the marketing automation services space. It’s no wonder if you are finding it hard to keep up!

Confused? The acronym alphabet soup used to describe these technologies doesn’t help: DAM/MAM (digital asset or marketing asset management), MOM (marketing operations management), MAP (marketing automation platforms), and MRM (marketing resource management).

Since marketing technology and all that it entails is here to stay now your key challenge is to enable you and your company to properly use these tools to automate/streamline, measure, and enhance your capabilities and serve as a source of competitive advantage. Marketing technology ties together metrics, customer touch points and stages of the customer lifecycle.

This course is designed to help CMOs and key members of the marketing leadership/decision making team evaluate their technology smarts and create a plan that will enable their organization to embrace and leverage technology.


  • Understand the value of technology for marketers
  • Navigate the marketing technology landscape
  • Assess your readiness
  • Take an initial stab at developing your technology roadmap
  • Explore what you will need to be successful
  • Address usage and adoption

1 Day


8:30 A.M. - 9:00 A.M.

  • Registration & Breakfast

9:00 A.M. - 12:00 P.M.

  • Welcome and Introductions
    • Objectives
  • What is one thing you want to be able to do better and/or differently after this class?
    • Assessing your readiness exercise and discussion
  • Defining Marketing Technology and the Marketing Technology Landscape
  • Our definition for today
    • The various categories of Marketing Technology
  • What Marketing Technology do you currently use and what is it for
  • How well are you using it
  • Common challenges: What holds most people back?
    • Realizing the potential of technology
    • What the front-runners are doing better and differently

12:00 P.M. - 1:00 P.M.

  • Lunch - True Break

1:00 P.M. - 4:00 P.M.

  • Roadmap Components
    • Customer facing
    • Content and enablement
    • Marketing operations and workflow
    • Monitoring and tracking
    • Analyzing and Measuring
    • Predicting
    • Reporting
  • Roadmap exercise
  • Process design
  • Internal partners/alliances
  • Adoption and change management
    • Culture, training
  • Roadmap Plan
    • Strategy, execution and implementation
  • Roadmap plan exercise
    • What steps will you take right away?
  • Wrap up
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.