The dirty little secret about marketing automation

Reality versus the hype

There is a lot talk among sales and marketing people about marketing automation, both the process and the tools needed to implement solutions. Many larger software companies like Microsoft, Salesforce.com, Oracle, and Adobe have bought marketing-related vendors, banking on the fact that the market is on a hockey stick rise in sales. Analysts like Gartner still consider marketing automation as the next frontier in CRM lead management.

But here is the reality

We recently ran a tool against more than 1,420 business websites to understand which marketing automation tools were being used on them. 200 of those could not be scraped leaving about 1,200 websites for analysis. Of those only 140 or 11.6% had a marketing automati...

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