Nearly every organization is using some sort of marketing automation today. Just like CRM helped automate sales during the previous decade, today marketing automation promises to help create a more analytic- and process-driven approach for marketing teams. But in our experience across both B2C and B2B companies, we see that usage, and even overall adoption, is stalling.
On the heels of adopting customer relationship management (CRM) software, many of you raced to also implement marketing automation (MA). The promise is enticing—improving the ability to manage campaigns, drive faster lead conversions and better align with the sales process across all channels. But the reality is far less; oftentimes these tool-sets end up managing little more than emails, landing pages and lead scoring.