Marketing Automation Obstacles?
I’m part of a conversation in a LinkedIn group that started with the following question:
What do you perceive as the single greatest obstacle to marketing automation success?
Here’s my answer:
The lack of understanding on the part of marketers with regard to what marketing automation's role should be. The misunderstanding comes when marketers fail to define their processes (lead qualification process, lead routing process, etc.) before implementing marketing automation. Marketing automation tools are not "wizard tools". They are designed to SUPPORT the marketing process, not CREATE it. When marketers jump into a tool with ideas like, "This tool will create my lead scoring plan," then they are doomed to frustration.
Process before tools, not the other way around.