Marketing Automation Is a Cost-Effective Paradigm Shift

By Eric Mayhew

Marketing automation has all too often been looked at as a “nice to have” for companies. Yet, those exact same companies often find reasons to complain about organizational inefficiency and its pressures on their balance sheets. In stating the obvious that protecting margins is truly paramount for brand marketers, while improving performance and service levels, then automation would seem to be a “must have” that is central to resource allocations.

Walking the walk of marketing automation means investing with dollars and making it central to company resource allocations in a way that fundamentally transforms processes and labor allocation, which ultimately fattens the bottom line. Tinkering at the edges won’t get it done and is just magical thinking.

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Courtesy of Association of National Advertisers