One of the biggest pain points we hear from digital marketers is navigating the overwhelming number of marketing automation technologies. With more than 1,000 platforms on the market, the question is not just “which tool?” but also “where do we start?”
At its core, a marketing automation roadmap should ensure your business can:
Major platforms like Pardot can cover much of this, while add-ons and integrations expand functionality. But the real key is assigning responsibility. Someone—whether an internal admin or a trusted partner—needs to own the roadmap, identify the right technologies, and chart how your company will advance over the next two to three years.
Many companies stall because they want the “perfect” setup before launching. That mindset can kill momentum. Start small—perhaps with an email campaign to existing contacts—and build from there. Even a limited pilot program will deliver valuable lessons and provide the experience to scale.
As one of my project managers used to say: “Don’t let perfect be the enemy of good.” Mistakes will happen, but digital marketing is not heart surgery. The worst-case scenario with a pilot is that you learn quickly and adjust. The cost of waiting, however, is that your marketing never generates the net new leads your sales team needs.
A digital marketing roadmap is less about picking every tool up front and more about creating a structured path. Start with one initiative, assign ownership, and expand over time. The companies that win are those that take action, measure results, and evolve continuously.
Want help building a digital marketing roadmap that drives results? Let’s talk.