It is interesting out there in the marketplace … People want to buy a marketing automation tool and the leads will come. One factor often lost in the shuffle is the expertise and experience with the tool itself. This can either be built over time with in house staff (often though the time and intensity required doesn’t deliver the desired sophistication or results) or with your next hire you can consider grabbing someone with lead nurturing and experience with the tool. I have been doing some research on the cost to acquire these personnel gems, and what I am finding is a range between $80K and $140K salary – in a down market. As demand grows for these tools, demand will grow for these experts. Can you afford one?