Companies considering the adoption of a marketing automation system are advised to read this excellent post by Matt Smith of 3forward, and then look in the mirror. Matt’s article on the Marketing Automation Software Guide blog identifies four company characteristics that pretty much sum up the types of hurdles one can expect when moving to a marketing automation platform.
- Afraid of the water
- Blissfully ignorant
- Content challenged
- Buried in bureaucracy
Matt also suggests a “simple” solution for sales and marketing alignment, which I recommend that companies view as a starting point only. Companies who are developing and following best practices in this area are tackling the stubborn issue on more fronts, as I outlined in a previous post here, The Top-10 Processes that Align Sales and Marketing.