What should an organization expect from its marketing automation?
If implemented correctly with the appropriate and communicated executive buy-in, the top benefits from marketing automation include better ROI, productivity, reduced costs, enhanced intelligence, better marketing campaign control, and better resource management. However, these benefits are dependent upon the depth of automation, which includes lead management, customer relationship management, marketing operations, campaign management, budgeting, and marketing performance measurement.
Organizations seeking to leverage the bulk of these benefits should strongly consider marketing automation solutions that provide as many functions as possible, as the more tools to produce the desired results will result in less productivity and reduced ROI.
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