In the beginning, there were tasks— email marketing led to nurturing campaigns. And nurturing led to lead scoring followed by tracking the lead lifecycle, and the progression continued. Platforms, like Marketo, simplified the process and enabled new marketing capabilities. And organizations saw that marketing automation was good.
Data / Tool / System Integration
As technology exploded and new apps emerged, marketers realized that disparate systems and data silos were preventing holistic customer views, personalized experiences, and ROI analysis. And so began the pursuit of data and system integration, and business process automation. And marketers saw that this too, was good.
Organizational drag— the structures and processes that consume valuable time— is slowing growth and decreasing employee satisfaction. In an era where marketing operations is overwhelmed by requests and tight on resources, the need for efficiency has never been greater.
The Automation Movement is here— and the impact is substantial.