In the realm of technology trends, automation stands out as a beacon of efficiency and innovation. However, the rush to embrace automation without a solid strategy can lead to ineffective implementations. It’s crucial to resist the temptation to put the cart before the horse and instead prioritize building a robust automation strategy. In this guide, we will explore the essential steps of how to create a building automation strategy, drawing insights from a broader perspective and then honing in on specific steps tailored to the field.
Start with Business Strategy: Laying the Foundation
The foundational step in crafting a building automation strategy is aligning it with the overall business strategy. Too often, organizations jump into evaluating automation tools without a clear understanding of the problems they aim to solve. It is imperative to resist the allure of new tools and, instead, focus on the core issues at hand.
Before delving into the realm of automation, decision-makers, particularly CIOs and IT leaders, need to align with the organizational strategy. What are the business goals for the year, and how can automation contribute to achieving them? For instance, if the primary goal is to increase profits by lowering costs responsibly, automation can play a pivotal role. However, if the focus is on acquisitions, a broad enterprise automation strategy might not be necessary.
To avoid the pitfalls of premature technology adoption, organizations must ask themselves: Does the organization genuinely need an automation strategy, and if so, why? By starting with the organizational strategy, a clear path is paved for the subsequent steps in crafting an effective automation strategy.
Identify Overarching Technology Drivers: Aligning with IT Vision
The success of automation depends on how well it aligns with the overarching IT technology vision. Any automation strategy must embody the key principles around which IT is organizing its efforts. Whether the focus is on zero-trust networks, data access, or application use, the automation strategy should seamlessly integrate with these guiding principles.
During the evaluation of potential tools or processes, the alignment with IT principles becomes a critical criterion. Mapping from business goals to IT principles ensures a cohesive approach, where technology supports and advances the overarching business objectives. This step ensures that automation becomes an integral part of the broader technological landscape, fostering a harmonious and effective implementation.
Determine Architecture: Defining the Future State
With the alignment of business and technology goals, the next step is to define the ideal future-state architecture. This involves outlining the technological environment required to achieve the desired goals while adhering to the principles set by the IT leadership. The architecture should not only highlight critical information flows but also consider any constraints on specific components, such as cloud requirements.
The future-state architecture may encompass various technologies, processes, and teams, providing a high-level view of the envisioned automated environment. It acts as a blueprint, guiding the subsequent steps in the automation strategy.
Mind the Gaps; Build the Roadmaps: Bridging the Divide
To bridge the gap between the current state and the envisioned future-state architecture, organizations need to conduct a comprehensive evaluation. This evaluation should identify areas that require attention, including new technologies, process adjustments, team restructuring, and skill development.
The resulting set of differences forms the basis for building roadmaps, outlining the most effective path to transition from the current state to the desired automated state. It is at this stage that the automation strategy takes shape, defining the necessary actions to be taken for successful implementation.
Implement the Strategy: Executing with Precision
The final step involves the actual implementation of the automation strategy. This includes acquiring new technologies, adapting existing tools, defining new processes, restructuring teams, and ensuring that the staff possesses the required skills. It is crucial to follow a consistent evaluation and selection process when acquiring new technologies, considering the alignment with the defined architecture and overarching IT principles.
Implementation also necessitates shifts in processes, team structures, and staffing. Integration with HR and organizational frameworks is paramount to ensure a seamless transition. Staff training is a critical component, ensuring that new tools are effectively utilized and do not become another layer of unused capabilities.
In summary, a successful building automation strategy requires a holistic approach, starting with the alignment of business and technology goals and culminating in the precise execution of the defined strategy. By following these steps, organizations can ensure that their automation initiatives contribute meaningfully to overall business objectives.
Applying Automation Strategy to Marketing: A Parallel Perspective
Drawing parallels from the broader automation strategy, let’s explore how a similar approach can be applied to crafting a marketing automation strategy. By aligning marketing goals, setting benchmarks, mapping customer journeys, choosing the right tools, and implementing and reviewing, organizations can streamline their marketing efforts for optimal efficiency.
1. Define Marketing Goals: Setting the Direction
Every marketing automation strategy begins with clearly defined goals. Whether it’s generating more leads, increasing brand awareness, converting trial users, reactivating customers, or reducing time spent on segmentation, goals provide direction. Choosing one primary goal allows for a focused approach, such as the example of a landscape education company aiming to boost the number of paying customers.
2. Set Benchmarking and Measurement: Tracking Progress
Establishing benchmarks and metrics is essential for tracking progress. Metrics should be measurable, aligning with specific objectives. For instance, if the goal is to increase brand awareness, benchmarks could include landing page views or follower count. The hypothetical landscape company, in this case, might track the percentage of users transitioning from the free course to the paid course.
3. Map Customer Journeys: Understanding Needs
Similar to the broader automation strategy, understanding the customer journey is crucial. Mapping the stages from awareness to customer retention helps identify bottlenecks and areas for improvement. For example, the landscape education company might discover that customers often drop off during the free course, prompting them to address this issue through targeted email campaigns.
4. Find the Right Marketing Automation Tools: Building the Arsenal
Selecting the right marketing automation tools is akin to determining the ideal future-state architecture. Considerations include the level of automation needed, integration with existing tools, ease of use, and scalability. Using tools like Campaigns by Pipedrive, the landscape company ensures seamless integration with their CRM platform, allowing for efficient email marketing campaigns.
5. Implementation and Review: Executing with Precision
The final step involves the implementation of the marketing automation strategy. Running tests, gradually rolling out campaigns, and continuously reviewing results are essential. Just as in building automation, the focus is on working smarter, not harder. Automation should enhance efficiency, and organizations need to address any issues promptly to ensure ongoing success.
By applying a structured approach to marketing automation, organizations can align their marketing efforts with overarching business goals, creating a cohesive and efficient strategy.
How To Create A Building Automation Strategy: Final Thoughts
Crafting a building automation strategy, or any automation strategy for that matter, requires a thoughtful and structured approach. By aligning with business goals, incorporating overarching technology drivers, defining future-state architecture, bridging gaps through roadmaps, and executing with precision, organizations can navigate the automation landscape successfully.
Whether in the realm of building automation or marketing automation, the key lies in a strategic and holistic perspective, ensuring that automation becomes an enabler rather than a standalone endeavor.
