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A New Marketing Automation Benefit Emerges

Marketing automation is helping companies meet the challenges of today’s business realities ─ breakneck pace, savvy buyers, overwhelming amount of media channels and intense pressure to continually demonstrate value. Leveraging smart tools in strategic ways to set your brand apart from the rest is not an option, it’s a business imperative.

A New Marketing Automation Benefit EmergesAutomating the end-to-end marketing process provides a number of benefits, including:

  • Facilitating better strategic decisions by synthesizing data gathering across multiple channels
  • Enabling holistic management of marketing from the idea stage to program execution and purchase
  • Streamlining creative and management processes and approvals, shrinking time-to-market to launch marketing campaigns

In a recent study published by Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 by Lori Wizdo, the impact of marketing automation appears to transcend improving workflows and results, it’s having a positive effect on the relationship between sales and marketing…

“Companies that have implemented an L2RM platform report higher levels of collaboration between sales and marketing, across a number of different dimensions. The marketing automation adopters have a 13% collaboration advantage (54% to 41%) in defining and executing field programs. Fifty-seven percent of the marketing automation adopters report strong collaboration in capturing insight from customers and prospects, compared with 41% of those that are not automated. The dimension of administering leads and lead pipelines posted a collaborative advantage of 12%.”

There are very few B2B or B2C marketers that I know that don’t value this relationship. Uniting sales and marketing has been a struggle for both teams “forever.” Using tools that bridge the gap, turning the conversation from them to us is priceless. In companies where marketing and sales move forward together, the chances of winning in the marketplace improve and the future looks bright.

To learn more about how Salesforce can help the collaboration between your sales and marketing teams, contact us at:


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Sharon Suchoval

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