Lead Process is more important than technology.
“The automation investment alone is not what creates the competitive differentiation, but the how to. The key issue for automation adoption is the success of the business process change the organization goes through,” he said. Illustrating the lack of appreciation for the business process change required to successfully deploy marketing automation tools,
Neeson pointed out that an overwhelming number of early adopters are still under-utilizing the systems they have already purchased. “We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality,
Source: John Neeson, Managing Director and Co-Founder of SiriusDecisions, a leading provider of sales and marketing research and best practices services.
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