For more than a decade now marketing automation has been a major talking point for B2B and B2C marketers alike. There are countless definitions of marketing automation, definitions that have evolved over time, along with the capabilities of this marketing tool. While some people swear by it, others say that marketing automation hasn’t helped them boost sales, generate or close leads. How can there be such a huge gap between points of view? It’s quite simple: even after a decade, people are still confused about what marketing automation can and cannot do for them.