Once the decision to invest in marketing automation has been made, the necessary conditions for optimal use should be created. The introduction has cross-departmental impacts, and only through coordinated action can the maximum potential be exploited. This is not just about new software but about the strategic realignment of the company. This article provides an overview of accompanying measures that should be implemented regardless of the chosen technology provider. It describes the central role that use cases play, how the organization should look, and how those responsible can ensure acceptance among all participants. The goal is to prepare all participants as best as possible, including a description of the relevant processes, so that all prerequisites for the successful operation of the technology are given. Depending on the size of the company and the information already available, the following six steps can ideally be implemented in 6 months. If the operation is already running, the process model can be used for optimization. The purely technical implementation, including the integration with the CRM system and the website, is not covered. This requires close cooperation with experts from the selected provider or technical implementation partners. At the end, common mistakes in practice are pointed out, and how they can be avoided is explained.