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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.



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