The Latest Digital Marketing Articles

The Latest Hospital Digital Marketing Articles

GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Winning Over Decision Makers to Obtain Marketing Technology

Oct 14, 2021

For most marketers, the goal is to have an always-on, automated operation that runs 24/7. This requires technology, which requires budget approval from senior leadership. How do you get buy-in from the C-suite? image portraying various types of marketing technology

First, you’ll need funds allocated to buy the technology. It’s not just marketing that wants more money – all departments within the organization are competing for funds. And after a year of pandemic belt tightening, it will be even more difficult to make a case. Here are some tips for pleading your financial case:

  • Use success as the basis for your discussions. Being assertive about impacting customer lifetime value (CLV) with new technology helps to tie the desired tech to measurable business outcomes.
  • Silos won’t work. Success with new technology is best achieved when people and processes are centralized. Testing and experimentation can be more vigorous with centralized communications.
  • Marketing operations is key. The organization should have a committed, full-time staff of marketing professionals. The people are as important to digital transformation as is the technology.
  • digital assets
  • marketing strategy
  • Technology and Tools
  • marketing budget