Why Invest in Marketing Automation?
The value of marketing automation is that it has the potential to impact the top and bottom lines of an organization. Marketing management capabilities address operational efficiency, productivity and cost savings — the bottom line. Customer engagement helps maximize the demand for products and services — the top line. Isn’t that what every CMO wants — some way to measurably quantify and justify the tangible impact marketing has on the top and bottom line in one easy-to-use solution? This is the driving force behind adoption of marketing technology. However, 89 percent of organizations still struggle with automating the marketing function. In fact, only 23 percent of organizations in an April 2009 study from the Aberdeen Group, “Marketing Automation: A Strategic Guide for Optimizing End-To-End Marketing Activities”, indicated they used an “integrated marketing platform” that centralized the marketing management and customer engagement capabilities in one solution. Research consisten
