Forrester just released this morning a great report about the Marketing Automation (MA) called: B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales by Jeff Ernst.
They state that enterprise struggle with Marketing Automation and they don’t use use to it’s full potential. They limit themselves to mostly blast emails. This is why Forrester developed a maturity model to assess where enterprise are with regard to Lead management. They provide great details on each level and even a score card for enterprise to rate themselves. And, as the tittle says, they recommend using Marketing Automation to finally align Sales & Marketing, which make total sense in my opinion since it provides a common ground to cover the whole client acquisition cycle.
Key Forrester predictions:
- Marketing leaders will be the drivers of alignment with sales.
- The talent gap will widen.
- Firms that advance their level of maturity will lead their markets.
- Marketing automation vendors’ advances will outpace mainstream adoption.
And what does it means? Aligning With Sales Is No Longer Optional!