Marketing Automation Needs a Relationship


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Much has been written about marketing automation. It's a hot topic, and rightly so. Anyone who reads this blog knows how much I believe in the need to have technology in order to execute on marketing strategies in today's digital business environment. But what often gets overlooked is who owns the marketing automation system.

The word "automation" leads people to think that the system runs itself. But that's a misconception. Sure, it'll fire off emails for nurturing programs, or send an alert to a salesperson when a lead's score tops out. But, that's just a gnat's eyelash of what's possible.

If your company buys into the concept of marketing automation – and, in my honest opinion, they should – then you need to also think about who will have the relationship with your system. It's important. In fact, it's critical.

The best take on this I've seen lately is put into words by Craig Rosenberg (@funnelholic), also VP of Products and Services for Focus.

Find out why you need a system owner and how to build the business case to get one in this interview Craig did with Christopher Doran, VP of Marketing for Manticore Technology (@cdoran). Craig also shares his thoughts on creating a baseline to get you started with metrics.

For a deeper dive, there's also a link to download Craig's section of The Quinessential Marketing Automation Guidebook. If you haven't read it, you should.

Read Craig's interview here.

Republished with author's permission from original post.

Ardath Albee

Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She helps B2B companies with complex sales create and use persona-driven content marketing strategies to turn prospects into buyers and convince customers to stay. Ardath is the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She's also an in-demand industry speaker.


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