Despite the attempts and claims of a few vendors in the market place to say otherwise, automation is not plug-n-play. This is not to say that the use of the technology should be difficult and that buyer should struggle to operate it. However, to assume it is a flip the switch and off and running is not realistic as there is much more to marketing execution and automation than that.

As I stated in a previous post here on Focus http://www.focus.com/questions/marketing/what-arewill-be-biggest-impediments-..., the most value from automation will come when organizations and vendors alike understand it takes a sound lead management process, the right people and relevant content. Without these, automation can only do so much and will be limited.

If companies want to use automation solutions as email engines, then turn it on and begin blasting emails (this assumes you have good data and a defined data management process), but if they want to truly get the most value from their automation investment and see a higher return on marketing and sales, they will understand there is more to it.

Carlos Hidalgo
The Annuitas Group
@cahidalgo

Marcus Tewksbury

Analyst, TheMarketingMojo

Posted on Jan. 17, 2011

I have a slightly different view than Carlos.

From a pure technology standpoint I think MA is about as plug and play as you get. Wiring the tracking codes is trivial, the CRM integration is flipping a few buttons, etc. All in all, any technical resource who is familiar with the tools should be able to get the basics done in as little as 4-8hrs.

Now... to Carlos point, what does that buy you? Not a whole hell of a lot if you don't know what to do with it. As a friend once told me, "a tool is only as useful as the hand holding it".

Jacques Spilka

Sr. Customer State Marketing Strategist, Whatsnexx

Posted on Jan. 19, 2011

I must agree with both Carlos and Marcus. It is about understanding marketing, the marketing process and its correlation to revenue, AND about ease of use. MAT need to become ubiquitous. That is, the marketer should be able to focus on marketing, not integration of functionality and feature sets.

A sound marketing plan backed by relevant content will greatly benefit from an easy to use marketing automation design tool.

The MA plug and play technology is available today! It is the marketer's recognition and understanding of that technology is lagging, hence the high-priced consultants and all-in-one MA solutions.

-1

Jeff Ogden

President, Find New Customers

Posted on Jan. 17, 2011

Good answer, Carlos. Heavens no, marketing automation is not plug and play. Is a set of expensive golf clubs plug and play? Is a high end motorcycle plug and play? Is a top of the line snow skis plug and play?

You need ideal customer profiles, universal lead definititions, problem to solution lead nurturing, rock solid lead scoring and more. The software is perhaps 15% of the answer. The other 85% comes from you.

Jeff Ogden, the Fearless Competitor
Find New Customers "Lead Generation Made Simple"
http://www.findnewcustomers.com
@fearlesscomp