- About Us
- Press Room
- Knowledge Center
request.ancestors = 1,3279,5364,5733,5736
session.lev = 4
session.chaptersite = 0
session.chapterroot = 1
session.homePageLayout = 0
Bryan Ehrenfreund, Televerde
Nearly every piece of recent research that I have seen indicates that the adoption of marketing automation platform technology will continue to expand this year, moving beyond the traditional technology sector that has been its early home. As the footprint pushes past the estimated 20% adoption rate that exists today, we must ask: Are marketers in other industries ready?
The answer is a resounding no. I have had a number of discussions over the past year with corporate executives who still are looking to achieve the return on investment that MAP technology promises. Many executives, especially in enterprise-level organizations, confide that they underestimated the necessary change management and transformation requirements.
I observed the same thing when customer relationship management tools were introduced in the late 1990s. Companies did not plan properly and did not have the right people and training processes in place. Executives assumed that shiny new technology would solve their problems. Have we learned from that experience?
Companies that compound the problem by not having a clear and well-defined marketing process struggle to achieve results. This is a classic example of bringing in technology before addressing the more important people and process elements.
Is your organization ready for MAP technology? Consider the following areas.
Bryan Ehrenfreund serves as vice president of digital strategies at demand generation agency Televerde. He is responsible for the strategic leadership, development, growth and implementation of Televerde’s digital marketing automation practice. Follow Bryan on Twitter @ehrenfreund. Call Televerde at +1 480-517-6157.
Here you can find a speaker, or make yourself available to speak on your areas of expertise.
Get the latest BMA and B-to-B related insights from the BMA Buzz, the official BMA e-newsletter or daily updates from the BMA SmartBrief.
BMA offers a wide variety of marketing opportunities for you to reach this very influential, highly specialized audience of B-to-B marketers.