Marketing has rapidly evolved over the past few years, with progressive technologies allowing brands to execute campaigns and strategies quickly and efficiently. Of all the changes, nothing has had such a dramatic impact as the continued adoption of Marketing Automation (MA) platforms.
These tools allow teams to move beyond program management to become revenue-generating machines, and according to Sirius Decisions, by 2015 up to 50 percent of B2B marketers will be leveraging a Marketing Automation platform.
Many global marketing organizations’ existing infrastructure inhibits the efficiencies Marketing Automation has promised.
MA systems are generally launched from a corporate marketing office, but most organizations still maintain in-country
teams responsible for program development and deployment. The unintended consequence is isolated marketing activities, corrupt/disjointed customer data and an overall a lack of brand consistency.
In the CMO Council Study “Integrate to Accelerate Digital Marketing Value,” 36 percent of marketers admitted their digital
marketing landscape was really a random embracement of poorly integrated point solutions. Herein lays the opportunity for
global marketing teams to realize the true value Marketing Automation can deliver by striking a new balance between global
and local marketing.