The document provides 10 key considerations for businesses before purchasing a marketing automation tool: 1) business size, 2) business nature, 3) data quality, 4) existing CRM tool, 5) marketing goals, 6) leadership commitment, 7) in-house resources and capabilities, 8) existing marketing content quality, 9) implementation timescales, and 10) budget. It recommends evaluating these factors such as data quality, resources, and goals to select the right automation solution for a business's needs.