"Figure out how you want to segment and then reverse engineer that backwards," said Ali Schwanke, founder of consultancy Simple Strat, in a presentation at The MarTech Conference.
"Think about what you want today," she said. "What over the next six or 12 months do you need to be asking? [Identify] what changes you need to make in your forms, in sales or the intake process to get to what you want."
"I often advocate that you can't automate something that you haven't proven out manually. So start with the manual work and then try to find ways that we can offload."
"Think about what changes you might need to make in your marketing automation program and how you can continuously optimize it to drive value."
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