B2B businesses spend a bunch of money on tech tools to ensure success–but how effective are they? My friend Mac Mcintosh of AcquireB2B has published a report based on a recent study by Sirius Decisions that discusses how implementation of a Marketing Automation Platform (MAP) is likely to fail in the absence of a structured process and relevant skills. We have conversations with clients all the time who are rushing to implement marketing automation, but all too often, we find that they have neither a clear idea of the processes needed to implement the platform of choice and, in all too many instances, their existing staff doesn’t possess the necessary expertise to actually utilize the MAP. And that? Spells disaster. Expensive disaster and much frustration.
This study reveals that investing in a marketing automation platform alone has little to no significant impact on revenue if companies don’t have the right processes in place. The whole point of marketing automation is to increase qualified leads, close more deals and generate more revenue. In order to do that, you’ve got to have technology fortified with systemic processes. When you do, that’ll absolutely lead to a consistent conversion rate across the entire length of the sales cycle. Let’s talk about the study.
For the purpose of the study, B2B companies were split into three distinct segments.
