Why do you think some marketers are hesitant to invest in marketing automation?
Marketers are hesitant to invest in the marketing automation because of concerns with the total cost of ownership as well as with challenges in gaining consensus around the organization make marketing automation a breakthrough initiative. As executives seek to push marketing automation through their organizations, special attention should be placed on the benefits, including the fact that more productivity and efficiency in the sales and marketing organization will lead to more effective campaigns.
Marketing automation drives this increased effectiveness by offering online marketing, marketing automation and lead management tools that capture key stakeholder input that – when integrated in the marketing program strategy – results in a better return on the marketing investment. So, while total cost of ownership is at the forefront of the hesitancy by marketers, the efficiency gains can go a long way in establishing the business case for why getting started now is the best path forward.
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