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How to integrate Workfront and Marketing Automation platforms and align teams

Written on August.

Learn how to integrate Workfront with Marketing Automation platforms to enhance teams’ alignment.

6 minute read

In today’s fast-paced environment, effective collaboration between project management and marketing teams is crucial. An organization has to streamline processes seamlessly, quickly, and effectively to achieve success. This is why IT organizations invest in AI automation – it is a key to successful project management. But what does it have to do with marketing?

Integrating Marketing Automation and Workfront is highly beneficial. This is why, in this article, we will focus purely on that. We will discuss how to merge these two solutions and present you with use cases of such fusions. Are you interested? If yes, then you should definitely read this article.

How to integrate Workfront and Marketing automation

We will begin with a short guide on how to sync Workfront with Marketing Automation platforms. Here it is:

Define goals

The first step should be defining what you want to achieve by integrating Marketing Automation and Workfront. Specify your goals – if you aim at improving the workflow between teams, choose a measurable factor that you will be later able to evaluate. You need to work on data – this will help you introduce improvements and optimize your automation platform. You might set a KPI – Key Performance Indicator – to analyze the effectiveness of your fusion.

Choose an integration option

After deciding on what you want to achieve and selecting the way to measure success, you should focus on choosing the right tool for the fusion. There are numerous intelligent automation platforms that enable Workfront integrations. However, each of them is different and might be difficult to operate.

The main aspect that you should consider when integrating Workfront to Marketing Automation Platform is whether the latter is intelligent. Intelligent automation platform includes technologies such as Data Integration, AI, and RPA. This means that it’s much more effective – it formulates predictions based on data and optimizes and automates workflows within repetitive tasks. Intelligent automation has an advantage over traditional automation, so this is definitely an aspect that you should look into.

The second feature that you should consider is whether the integration solution requires coding. If it is so, you will need to involve your IT team to set up your integration and to introduce changes. This is, however, inefficient: it takes more time to modify your configuration and increases the costs generated by the IT department. 

No-code integration option, on the other hand, allows users to create trigger-based events. This means that you do not need to make any manual actions to set up the integration - just provide the integration scenario you need, and it will be executed automatically. 

Configure integration settings

When you finally chose your option for Workfront and Marketing Automation Integration, it is time to configure your merge. When doing so, you should pay special attention to:

  • Data integration – define how often should the data be synchronized and what kind of data do you need to integrate in order to reach your goals.
  • Mapping data fields – depending on your aim, define what data your business undergoes and apply suitable functionalities.
  • Set up automation triggers – conditions that will automatically update your data during a marketing project.

Train the team

If you desire for your final, merged Workfront and Marketing Automation solutions to work efficiently, you will need to train your employees, especially project managers. They don’t only need to know how to operate the fused platforms – it is crucial to explain to them what data is integrated, where to access it, and how to benefit from smooth data flow.

Monitor the results and add improvements

If you set a KPI in the first step, now it is time to verify it. Check whether your teams reached the goal, and introduce any essential improvements. Proper evaluation is a key to creating effective workflows, especially if you use Workfront and Marketing Automation platforms.

Pay attention to what processes you could automate further, but also which can be done manually – your aim is to achieve the best results, and while automation is often the solution, it might not be the best option at all times. This is why you need to monitor the processes and ask your teams for opinions – after all, they will be working in this system, so they will know what works and what doesn’t.

How Workfront and Marketing automation streamlines teams alignment

See the essential Workfront fusion use cases referred to the teams and processes alignment:

Integrating Marketing Automation platforms into Workfront is an excellent way to improve the speed and quality of cooperation between teams, departments and employees.

Integrating these platforms is often used when several teams work on separate aspects of a project but need to sync data. After all, the marketing team needs to acquire information from the development team, to prepare accurate product descriptions and marketing materials. They also need to have access to data from sales – it’s the direct performance indicator for them. By integrating the systems, the information flow becomes seamless, thus the tasks are completed more quickly.

Marketing teams also use such integrations to gather information from the customer service and experience departments. After all, it is often quite valuable to dive into the issues reported by customers and make use of them in marketing campaigns. But also, on the other hand, if there are issues with particular aspects of a product, the marketing team ought to know about them – promoting a flawed feature could be a PR disaster. Integrating Marketing Automation Platform with Workfront gives marketing managers access to information on known issues, resulting in better-targeted campaigns.

Fusing Workfront to Marketing Automation platforms is also used to streamline the data-exchange process and automate it. The marketing team has to focus on promoting the product – the less time it spends on administration, the better. Automating data workflow allows the team to spend less time on manual tasks and more on generating leads.

Key takeaways

Integrating Workfront with Marketing Automation tool provides a powerful boost to productivity and effectiveness across the business. It is best to do this with a no-code Intelligent Automation Platform. When syncing Workfront and Marketing Automation together, it is crucial to set up a clear aim, train the team and configure the fusion – at the beginning, and after evaluations. With proper implementation, a Workfront and Marketing Automation integration will be a powerful solution for team alignment – both inside an organization and vendors.

If you found this article interesting, consider reading: 7 Reasons Why Organizations Need an Integration Solution

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