Revving Up Revenue: What Lane Splitting Laws Mean for Washington State Marketers
Understanding Motorcycle Laws and Marketing Automation
Just like motorcyclists need to know exactly how they can navigate the roads safely and lawfully, marketers need to know exactly how they can get the most out of their revenue operations.
Athena Soltani, a Seattle personal injury attorney, wrote a great article about how comprehensive lane splitting laws in Washington are not legal. She points out that lane splitting is when a motorcyclist rides between two lanes of traffic. She explains that lane splitting is illegal in Washington because it puts the people that are driving in the main lanes at risk. On the other hand, motorcycle passing (moving between lanes of cars within the same lane at a stop light) is legal in certain circumstances.
There’s a lot to be learned from the legalese language of these motorcycle laws because the lines are so clear. You either can do them and you are good to go, or you can’t do them and you are in a lot of trouble. The driving rules must be clearly communicated to the drivers and then they need to adapt.
So what does this have to do with revenue operations and marketing automation? Well, just like there are hard rules for motorcyclists, there are hard rules for marketers. Humans like to categorize things. Marketers like to categorize different sales processes for different types of products. B2B is different than B2C. Different revenues need different revenue operations. Marketers coming from a B2B company to a B2C company suddenly needs to rewire their brains to adapt to the major changes. That’s why keeping up to date with all of the rules is so important. This is a perfect example of how being ill-informed can be dangerous. Athena’s article explains that a motorcycle driver would be in trouble if they were lane splitting. But what happens if you don’t have clarity about the rules? With good quality information, you can adjust your behavior accordingly. When it comes to marketers, if you don’t know what the current rules of the law are in the world of revenue operations, you won’t be able to adapt. It’s time to get up to date regarding what marketing automation is and how to implement it correctly into your marketing strategy and overall plan of action.
In Athena’s article, she gives some great tips for motorcycle safety. We think you should do all of these things to your marketing automation systems: 1. Review the documentation and give yourself the knowledge you need to properly adapt to the situation 2. Pick the right lane. Look for the lane that’s best for your motorcycle. Use the lane that’s best for your current revenue operations. 3. Don’t overcrowd your lane. A major part of the downside of “lane splitting” is that it can overcrowd traffic. That’s why you shouldn’t over invest in marketing automation. Don’t be afraid to under invest in marketing automation, but when you get the basics right, then up your game. 4. Follow the rules. When you do anything involving the law, you’ve got to follow the rules. So be sure to follow the instructions carefully. 5. The rules are: you can’t lane split in Washington State. But there are other rules that you will inevitably need to deal with. So make sure to keep up to date with changes in the legislation and best practices in the industry. The key here is to get your systems adapted to the new normal and then develop the right marketing automation processes to lower friction, increase optimization, and boost your marketing agility. That’s why we wrote the book on marketing automation. To help you push the envelope on what’s possible and stay adaptable along the way. You can also read more about lane splitting in Washington State here: <<>>.
