Marketing Automation Platforms – Not a Silver Bullet

Marketing Automation ‌• September 20, 2012

Businesses look to technology primarily to solve problems. People often go into the buying process expecting the software or service they are purchasing to be a silver bullet, something that’s able to solve all of the problems they have (and maybe even some they don’t know that they have). There is the occasional offering that is worthy of this optimism, but they are very much the exception and not the rule.

Marketing Automation Platforms (MAPs) are a prime example. Before investing in any marketing automation tool, ask yourself the following questions:

  • Have I defined my Total Addressable Market? (i.e., the world of prospects that are a fit for what I’m selling?)
  • Do I have the proper coverage in terms of the right companies and contact roles within this market?
  • Are my Sales and Marketing teams completely aligned? Do they work from a shared definition of a lead? Are they in agreement on how the funnel works?
  • Do I have relevant and compelling content that will spur the market to respond? (and a team capable of continuing to create this relevant and compelling content?)
  • Do I have the people and processes to follow up with responders in their moment of interest?
  • Can I track and monetize inbound and outbound lead sources all the way from initial response to Sales Pipeline/Win/Loss/Defer?

If you answered “No” to any of these questions, you are not going to achieve the ROI that you are expecting from a Marketing Automation Platform.

To put in another perspective, I am hopeless at art. You could give me the best equipment in the world (brushes, paint, canvas), and I still won’t have a clue what to do when I see the blank canvas. I can work tirelessly, and will still end up with a poorly drawn stick figure.

Marketing Automation Platforms are also a blank canvas. Without the people and processes to execute on the items above, the best tools in the world won’t be a silver bullet to accomplish your goals.

Underwhelmed? Imagine this was your Marketing Automation Platform investment…


Leave a Reply

Be the First to Comment!

Notify of
form's img man form

Smash your sales goals

With the only Sales Development Software built for teams and best practices built right in. Get a Demo:

Similar Posts:

Phone and Laptop

Everything You Need to Know About Account Based Sales Development

It’s no longer enough to cold call prospective clients and expect them to buy on the spot. In today’s sales environment, you may need to use different technologies across the sales stack and tactically go after targeted accounts. Doesn’t that…

Read More
Email Tracking Image

5 Ways to Accelerate Sales Results with Email Tracking

There are only so many calls, emails and meetings a sales representative can set up in a single day, meaning the outreach that is conducted must be as effective as possible. When contacting leads and prospects, it can be frustrating…

Read More
All Blog Posts
One Neck - Sales Development Software
Arcserve Logo
Life touch

Get the best of sales development and sales development management content in your inbox every month: