As sales cycles increase and buyers become more informed, marketing automation is on the tip of the tongue of almost every marketer you talk to today. In fact, research has found that 79% of top-performing companies have been using marketing automation for more than 2 years.
Over the past five years, I’ve consulted with clients as marketing automation conversations evolved from “what’s that” to “someday” through to the vendor selection, planning, implementation and measurement of a system. Interestingly,78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution, but getting from the “someday” to the “planning” can be daunting…
How to Avoid Marketing Automation Disaster: 6 Essential Pre-Planning Steps
