Fear of technology, job uncertainty, or resistance to change...
What does this really mean? Do we truly resist change? We live in a world of constant change and global advancements, especially in technology. There is no way for anyone to stay “up to date for long”; what you buy today ceases to be "cutting edge" in a couple of months. We are accustomed to dealing with changes in the products we use, the way we buy, how we consume content, and how we use entertainment media.
However, when we talk about changes within the company where we work, we generally face resistance to the new. Some might argue that it is simply fear, but fear of what?
When we start using tools to optimize time and functions across our company, one of the main difficulties we face is uncertainty. Not knowing how a tool works, what data or information it reports, what tasks it performs for me, or whether it completely replaces my activities creates an immediate and inevitable rejection of technological innovation.
"Machines are going to replace me" or, seen from management's perspective, "We are going to save on payroll"
Neither of these fears is completely unfounded; however, throughout Awtana's extensive experience implementing technology solutions, we have discovered that communication is both the foundation and the solution to these issues. Involving users and executives from the early stages of searching for and evaluating tools fosters trust and the exchange of ideas within commercial teams. This builds a foundation that later strengthens the adoption of new ways of working and alignment with new processes that evolve alongside technological systems, such as a marketing automation platform.
When we ground the use of technology in driving results, systems become tools and means to achieve objectives. How much time does your marketing team invest in generating leads? How many manual activities must they check to qualify purchase intent? How effective are my marketing processes? How many deals or "LEADS" do we lose simply due to a lack of time? Have you already considered an Inbound strategy to make your opportunity generation more efficient? Or most importantly... what could you and your executives accomplish if you had more time and resources?
These questions can open our teams' minds and allow them to consider technology adoption as a WIN-WIN agreement, where the company becomes more competitive and gains greater control over lead attraction variables, while executives perform fewer mechanical tasks and gain time to do what they do best... attract your target market.
