The document outlines marketing automation challenges, revealing that 25% of marketers underutilize their platforms and only 33% find integration with CRM effective. It highlights the importance of data quality and clear marketing processes for success, supported by a case study demonstrating significant lead generation increases with an integrated approach. Additionally, it emphasizes that without buy-in from sales teams, the marketing automation process is unlikely to succeed.

1. 10 Statistics: Marketing Automation Challenges

2. Marketing Automation Challenges
• 25% of marketers are not using their marketing automation platform at its fullest
potential. (Forrester)
• Only 33% of companies who use both CRM and marketing automation said the two
integrated well. (Source: The Experts Bench)
• 50% of respondents to a 2011 Focus survey stated they have not realized the full
value of their marketing automation investment.
• 64% of CMO’s have either an informal or no process to manage their marketing
automation. (Source: Focus Research)
• 5.44% of marketing automation owners listed people and process as their top two
obstacles to marketing automation success. (Source: Focus Research)

3. Marketing Automation Business Case – Cost Savings
• After completely revamping marketing automation and CRM technology to provide
an integrated rather than silo approach to sales and marketing, lead generation was
up 75% over the previous year, and 30% of new business in 2012 was run through
the marketing automation software. Case Study Managed Maintenance Inc a
provider of professional management services for technology assets for mid- and
large-sized companies (Source Marketing Sherpa)
• If sales don’t buy into the marketing automation process and marketing attempt to
define what is classed as a sales qualified leads then they wont accept the process.
(Source SalesFusion)
• Data quality is key to the success of marketing automation systems
• Marketing processes, clarity on processes is key to the success of marketing
automation
• Resource focus is key and shifting priorities put execution at risk (Source Sales
Engine International)