Let’s Talk Money. A Value of Mobile Marketing Automation for your boss. Mobile Marketing Automation may be one of the key marketing technologies for your company. If used correctly, the service can bring benefits not only for a marketing team but for an entire corporation. Have a look on a previously posted article how not to use marketing automation. A value of Mobile Marketing Automation for CEO Most important are revenue, innovation and beating competition when it comes to marketing. Mobile Marketing Automation accomplishes all three, revenue (increased sales, optimized user value), competition (competitor cases) and innovation (Mobile Marketing Automation is innovating and the future). A value of Mobile Marketing Automation for CFO Obviously, cost savings, ROI, future planning and managing risks are important for the CFO. He is likely to be skeptical at first, as is the case with all possible future purchases of a company. Make him aware of two things: Mobile Marketing Automation costs a fraction of what it will generate in the future. And investing in Mobile Marketing Automation technology will generate cost efficiency and thus saves the company money in the future. A value of Mobile Marketing Automation for CMO For a CMO, revenue and ROI, a strong brand, buyer behavior, organizing efforts and an effective marketing department are the most important performance indicators. The CMO is often a proponent of the Mobile Marketing Automation, as his job is to maximize ROI and the efficiency of the marketing department. A value of Mobile Marketing Automation for a VP (of) Product Important performance indicators are user experience, a great product and preserving engineering resources. For representing the needs of the customer, it is critical to emphasize protection of user experience and how the automation of the marketing system contributes where other marketing tools fall short. A value of Mobile Marketing Automation for VP of Engineering or CTO Important are protecting engineering resources and ensuring product stability and functionality. He will be a proponent as well, since Mobile Marketing Automation is operated by the business and marketing teams, and engineers won’t be called in for software changes anymore, which is time saving for his department. How to counter common first reactions Having the support of your co-workers and team is only half the battle. You need to prioritize and convey the urgency. “We already have a notification system.” Push notifications only do so much before driving customers to irritation and ultimately uninstall. Nowadays, it isn’t enough to only have push notifications. The entire point of Mobile Marketing Automation is to create personalized and user-centric notifications. The intelligence and automation of the system is what really makes it special. Timely, personalized and relevant notifications are the future. “Isn’t this the job of a product analytics system?” A product analytics system is built to improve your product, not maintain and market it. “We’ve got other priorities.” Many marketers have an attachment to the acquisition part of marketing. Simply, just make it known that acquisition numbers don’t contribute to the revenue of the business. A user who installs an app and never uses it isn’t more important than a user who doesn’t download. Your engineers might also comment to say that they have their own priorities. Kindly remind them that automation ultimately saves time and that the bulk of their efforts should be in improving the core of your product. An hour of investment today could save hundreds of hours tomorrow. “Improving product before marketing is a better path.” Good retention rates and strong user base happens over time, not overnight. You need to start building a the habit of a use now. Making an effort now will open opportunities in the future to do A/B testing and gauge user interest before the business invests too many resources. Oleksiy Kuryliak Marketing Consultant, B2B Marketer & Startups Advisor with 10+ years in marketing technologies, business development, startups & political consulting.