How to Guide Your Marketing Team to Adopt Machine Learning Mindset

For marketers, it’s difficult to sell the concept of on boarding machine learning within your own team. You can feel the excitement for machine learning in the boardroom. The growth potential, the savings from staff time, the enhanced guest experience, just to name a few.
But what about the teams on the marketing and sales front line? The workers who implement customer journeys, map the stages, develop tactics, and are responsible for results. To them, it can feel intimidating.

There is fear and confusion about what machine learning does, how it works, and how jobs will change because of machine learning.

How to guide your team

You are a marketing leader, how do you capture the potential of and grow the excitement of machine learning within a team that knows the ins and outs of your industry? They’ve hit goals time and time again while you pushed them harder and harder and they came out the other side victorious. Why are you suddenly shifting their workflows, decision pyramids, and challenging the very systems you pushed them to put in place?

Their thoughts and feelings are valid, new systems and programs are risky, but you can turn that around.

Turn machine learning skeptics into champions 

  1. Empowerment: Give your team permission and space to think about the next phase of the business by asking them questions. 
  • What would they do if they didn’t need to pull data manually and mine data from several systems for answers?
  • What areas of growth do they see in the company’s future? 
  • What would need to be true to be able to get to that next phase in the business?
  • How do they envision the future of the decision making within the organization?
  • What would they need to stop doing in order to focus on improving a customer’s experience?

Questions and seeking to understand helps you—as a leader—gather information about how machine learning can get you to the next phase in your business on a strategic as well as tactical level and provide context to your staff on how implementing a machine learning tool can impact them on a daily basis.

2. Understanding opportunity: With these questions answered and the conversation with your team started, you can begin to capture how a machine learning tool can assist with forecasting opportunity.

  • Forecasting:With the daily changes in the world that impact your business (climate change impacting distribution for example) machine learning can adapt with the help of your human teams. By inserting weather events into revenue forecasting machine learning systems for example, the system can learn when weather events can directly impact the potential for disruption to the revenue stream, giving your teams the ability to forecast and respond in real time to customers
  • Proactive v. reactive: Teams are asked daily to react to changes in business needs. With machine learning, you can see where the challenges and opportunities are for the business through predictive analytics. This gives the team permission to be proactive in the areas that need attention. Which can lessen stress and give them permission to be more strategic versus reactive.

3. Allows to be nimble:Machine learning systems gives teams the opportunity to test new theories and respond in real-time.

  • Testing: Creative teams are always wanting to try new theories and push into new pastures. Machine learning tools allow the team to try new initiatives, test their theories, and best practices in an industry while measuring in real time. Something working? Extend the test! A tried and true tactic no longer moving the needle? You can shift the focus quickly. This saves in the long run and helps foster employee engagement.

Giving your team space to ask questions, apply a machine learning mindset, and empowering them to think deeper gives them the buy-in on how machine learning can positively engage them in their work and the customer experience, resulting in fostering a team of machine learning champions!

It’s not a matter of if you adopt machine learning with your team, it’s a matter of when. It’s always better to take a team with you and engage them early resulting in empowered and engaged employees.