As the marketing environment has become more fragmented and complicated, marketing automation has emerged as a class of technology to manage the complexity. A good marketing automation platform also helps marketing and sales become more effective. Key benefits can include increasing efficiency, intelligence, and reach; aligning marketing and sales; and enabling targeted real-time action. It’s essential that adopters of marketing automation technology find a “right-sized” solution that doesn’t bog then down with needless complexity, but also offers the functionality required to deploy truly effective programs. In this whitepaper, we’ll cover:

• Key drivers of an organization’s decision to investigate marketing automation
• Evaluation internal organizational processes
• Comprehensive checklist for evaluating vendors