Barriers to Marketing Automation Success

Marketing Automation offers tremendous value to organizations, but many that adopt MAP fail to achieve its full potential. • Why?

– Organization: Lack of optimized organization structure– Usage: Not well established within the marketing org– Skills gap: Lack of knowledge how to leverage MAP– Limited focus: Hyper-focus on driving net new demand

vs. throughout the customer lifecycle – Technology gap: Lack of integrated systems and future

12 Demand Management Competencies

1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM)

2. Strategic: Marketing, demand management, content (including deep customer insights)

3. Data and Database (what to collect)

4. Website: Microsites & Landing Pages

5. Inbound and Social Media and other Lead Generation

6. Automated Lead Management: Campaign design and execution

7. Tele-touch (qualify and nurture)

8. Sales and Marketing Alignment & Integration

9. Content (fuel)

10. Metrics, Reporting and Analytics (predictive)

11. Program and Operations Mgt.

12. Technology & Tools

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Website