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If you are like me, you belong to a bunch of Facebook groups. Some are good and some are not so useful. I am in one Facebook group that actually delivers a lot of value.

It’s the one group that I make sure to take my time and read through almost every post and comment.  Recently, there was a question asked in the group “If you could improve one marketing platform or software what and how would you improve it?

The comments in this discussion were intriguing.

We know how important technology is when growing your business. It is the foundation of modern marketing. This is how people find your business or how you get leads. It is no longer an offline activity.

So many people are disillusion or have been burnt by making the wrong software choice. Why is this? What can we do about it? Does your software live up to your expectations?

The Expectations Problem With Buying Marketing Technology

In this episode of the Small Marketing Teams podcast, I start by digging into why so many people come away disappointed after making an investment (often a big investment) in a marketing platform.

Reason #1

We expect too much from our marketing software.

Reason #2

We trust too much.

Reason #3

We know too little upfront, but we purchase anyway.

How to Make Sure You Continue Loving Your Marketing Software, Even After You Start Using It

You’ll drive yourself crazy researching online or trying to make sure you ask every conceivable question of your marketing software sales rep.

The key is to have a ringer on your side.

Bring someone that knows every inch of the software and knows the software’s limitations. This person will guide you on what’s possible with the integration and customization of the software. They would also let you know if you need to bend your business process to fit the software instead of doing a lot of customizing.

Use as Much of the Native Marketing Platform as Possible.

These established software companies have a methodology and reason behind why they created their software the way that they have. You want to trust them that this is there for a reason. If you bend your business process within reason, you’ll benefit in the long run and you will have to manage less customization.

Having someone on the team that can help you see the future can help avoid costly missteps before you invest any money into changing your system, training your team and customizing the data structure. This person will be able to tell you the implications of your decisions and what problems you may run into before you spend a dime.

Regardless of the platform you choose, marketing software is rarely a bad tool. We just expect too much and trust too much with little upfront information.

There are a million ways to go off the track because these software platforms can do so much for your business.  If you bring in someone that can see 1, 2, or 6 months down the road based on the decisions you are making up front, that will save you a great deal of time, money and frustration.

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