Many marketing automation users struggle to realize the full value of their investment because they have not implemented a systematic process for lead flow that is not only comprehensive, but also scalableMoreover, organizations that are not optimizing the technology are unable to garner key metrics to analyze and refine campaign effectiveness. This brief highlights the need for process-based insight, a global view of the buyer/customer and the key steps to optimize the value of marketing automation investments, as well as strategies to transform artistic marketing teams into revenue engines.
