The marketing technology world keeps evolving. Companies switch from their marketing platforms to implement the latest features at an optimum budget. They invest significantly in the new marketing tool and the migration efforts. Moreover, they continue to incur the cost of their current marketing platform. Hence, completing the migration efficiently and within the shortest possible duration is critical.

Hillside has helped many organizations switch their marketing tools. Below are the six most important factors we consider while migrating our clients’ marketing platforms:

  1. Migration implies reconfiguration.

Most current solutions, such as data structures and workflows, must be re-configured from scratch in the new platform. Only a few items, like data and email creatives, can be reused. Our technical experts analyze migration vs reconfiguration efforts during the project planning phase to optimize timelines.

  1. Documentation is key.

Business requirements, technical solution design, and checklist documents are helpful during migration. They aid in a smooth transition of our client’s marketing implementations, ensuring no items are missing. Hence, Hillside includes documentation in most of our support packages.

  1. Solution tweaks are inevitable.

While we strive to mirror the solutions in our client’s current platform, the same features may not always be available in the new tool. In such cases, we recommend alternatives that meet the business requirements. While doing this, we select the most scalable and robust solutions.

  1. Implement in phases.

We recommend implementing the tool migration in multiple phases based on our client’s priorities. If we work with smaller portions, it’s easier to troubleshoot and pinpoint the root cause of any issues in the new platform. Switching back to the current tool is also more convenient if necessary.

  1. Testing at every step is mandatory.

We test solutions at every step of the process. We don’t wait until the last minute to check how well they work. This helps us solve issues faster and more efficiently. When we complete a project phase, we provide our clients with a document detailing our unit test (UAT) results. We encourage our clients to perform their own UAT before signing off on the execution.

  1. An early start is efficient.

There is a possibility of delays and issues affecting timelines during marketing platform migrations. Hence, we suggest starting at least six months before your current tool license expires. This way, our clients can ensure a seamless customer experience for their users without any interruptions.

Hillside considers all the above factors and more to ensure an efficient and effective migration of marketing platforms. We empower our clients as strategic consulting partners to succeed with their new tools. Contact us on our website or email us at to learn more about our services.