It Takes a Village: Why You Need a Marketing Automation Team (Not Just a Person)

This article originally appeared on leadmanagement.com.

Marketing automation as a concept and a model is starting to spread like wildfire, with organizations finally realizing the value and ROI potential. Now that they know they need marketing automation, organizations are also realizing they need someone to manage the system.

Unfortunately, they’re running into a few challenges. Chief among them: the relative newness of the model means there are few skilled persons to go around. And many of the people who’ve learned the nuts and bolts of marketing automation systems lack any real background in marketing strategy or content development.

This has created a destructive dynamic with serious ramifications: often marketing executives inexperienced in the technical side of things look for a “marketing automation expert” – and so they hire a single experienced administrator and build their entire marketing automation processes and model around that person’s habits and abilities. Click here to keep reading…