All of us want to feel the wind of success blowing through our hair – like Walter Mitty felt during downhill longboarding in Iceland (more precisely in Sey?isfjör?ur).

So we are totally zoned out, daydreaming at our desk, that implementing a new closed loop marketing (#CLM) / #edetailing platform we are smoothly gliding through the sales calls. As if we would buy a new penny board and we just could jump on it immediately (without any practice) and glide through the whole city.

Honestly, the introduction of CLM approach (implementation of edetailing platform included) is very similar to learning to skateboard. What are the 7 lessons skateboarding can teach marketing professionals about edetailing?

Lesson 1 – ready to start?
Do you have the necessary equipment? Protective gear, helmet, skate shoes? Have you checked that your board’s set up is correct for beginners? Do you have a safe place to practice?
In CLM you need the right equipment too. It’s recommended to start in “small”, to design a pilot. This is the phase of seeking the optimal way, the most fitting configuration and set up. The pilot should not risk your business at any level. Wouldn’t you try to learn to skateboard in a crowded highway, would you?

Lesson 2 – Just stay on the board
It’s really nice to picture yourself performing ollies or jumping over cars, but first you need to find the balance standing on the board, without falling down.
It’s the same in edetailing implementation. We are still on the learning course, but the system should be stable enough, and sales people must feel “comfortable” (at least not uncomfortable) using it.
Don’t even dream about tricks.

Lesson 3 – push off and stop
So you are Ok with standing on the board, it’s time to learn moving. Take several, but shorts pushes to test your balance and practice to shift into riding position. In real life all road have an end, or you have to face an obstacle – maybe it’s better to stop willingly than falling down.
In edetailing start with smaller pieces – let your sales force practice. Short push then stop. Start again from the beginning. Short push then stop. Slowly the short pushes can become longer.

Lesson 4 – fall well
I’ve never heard about skater who has ever not fallen. Learn how to fall properly, avoiding serious harm. Do you wear the protective gear and helmet, don’t you?
Murphy is always working, something always can go wrong. Do your best to reduce the risk and the severity of the possible damage. Tell your team that it’s not a shame to fall. They shouldn’t have to fear hit the mat.
You know, the question is not how you hit the mat, it’s how you get up.

Lesson 5 – the turn
You cannot skate just straight. If you would like to avoid something or you wish or you are forced to change direction, it’s a possible solution to stop, put your board in the new direction and start skating again. But what a feeling to carve or kickturn!
In closed-loop-marketing changing the predetermined direction is practically the loop closing. Perform an edetailing is much more than just follow a straight storyflow. The story adjustment is the turn.
These are the basics: right equipment, safe learning course, staying on the board, move with the board, stop the board, falling properly and turn.

Lesson 6 – keep skating
When you learn to skateboard you gain tons of new skill and competencies. Skating is a new lifestyle; you have started to build new habits and routines. If you stop skating before the reinforcement of the new routines you can waste your efforts.
You have invested a lot into edetailing implementations – if your team stop using it, your work is pointless.

Lesson 7 – enjoy the ride
Try tricks and downhill, skate with others, share your success –let the wing blow through your hair.
Turn on the volume listening RHCP Dark necessities, enjoy the ride and the fruit of your had work.