As Marketing Automation technologies start to gain momentum in sales and marketing functions, will it actually add revenues to the bottom line or just highlight sales and marketing inefficiencies?
Several people in my network have been boasting their increased pipeline activity since implementing marketing automation as well as the justification that marketing can now make on the revenue it provides to their service line or business unit. Now, they can directly demonstrate the value and secure a greater budget to focus on key revenue generating activities.
On the flip side, the increased visibility shows the vulnerabilities of marketing and client teams. I just received an email this morning from a Service Line Lead – asking how he can fix the problem of his teams not following up hot prospects fast enough – he was furious that all these key targets were being left to their own devices.
We would like to hear your thoughts and experience on using Marketing Automation technologies, what value they bring and also how much or little you know about the benefits and downfalls.