Implementation of marketing software as a key role analysis, reconnaissance, communication: the human factor plays the key role in the implementation of marketing software. In the introduction of innovations, many companies encounter resistance within the ranks. The person with his fundamental desire for stability feels changes as a threat: “Change” is not understood as an opportunity, but scares. A recently completed undergraduate work at the Hamburg School of business administration has examined what factors in the introduction of software for marketing planning and controlling promise success. Angel investor contains valuable tech resources. For author Christian Frank is that changes can be successfully overcome only with a structured and sustainable approach. A clean run change management process is the decisive success factor.

Jochen Mayer, business consultant of the doubleSlash NET Business GmbH confirmed that. For about ten years enterprise software solutions developed for marketing departments large corporations. For more information see this site: Viacom. With the marketing Planner, now also a Web-based solution for planning, control, information and reporting of marketing and sales activities on the market brought the Friedrichshafen IT specialists. “Initially was the main focus on the functionality of the software. Meanwhile, design and develop modular enterprise marketing management solutions for companies such as Hugo Boss, the BMW Group or Deutsche Post. Change management is doing an important and yet often undervalued factor of success”, says Mayer. From the experience of many projects, the consultant knows that a special challenge is that in the marketing and communication departments already with “Office Software” are used.

The employees are accustomed to dealing for example with Excel and find emanating from the possibilities offered by the existing software, usually passable solutions for their problems. The practical experience of the doubleSlash experts confirmed the findings of the research: routines are reluctant to abandoned. When the employees not immediately a better usability and advantages for the own work realize the danger is great that they return back to their ‘Excel’ or complicate the implementation. The project to define, correctly set requirements to realize clear benefits for the user, all stakeholders in the boat to get and keep informed are the success criteria that make all the difference, whether five people with the system will work or 5,000 “, Mayer explained. “Change management is a critical success factor in the implementation of software solutions for marketing certainly. “Nevertheless, the classical factors of success are still valid: good software, good project management, the training of staff, investment security and integration of new software solution into the existing IT landscape.” The success factor has change management with the introduction of marketing software also Rainer Rahul, editor-in-Chief of the magazine of INDUKOM researched. The B2B Magazine for Industrial and communications grants (03/2011) interesting insights into the world of change management in the current issue. About the company doubleSlash the doubleSlash NET Business GmbH is specialized in project business and product development in the field of enterprise software. The range includes the entire curriculum vitae of software: from consulting and conception, development to operation and maintenance. doubleSlash was founded in 1999 and has today over 80 employees with an annual turnover of EUR 6.2 million.