On his Propelling Brands blog, Silverpop's Director of Field Marketing Adam Needles today points out the potential danger in the disconnect between enabling technology and actual, repeatable implementation.
"Clearly the adoption of technology – particularly marketing automation and CRM – among B2B marketing organizations is on the rise. Yet within organizations that have adopted the technology, we too often see a consistent pattern of doing what it takes to initially implement the technology – creating minimal definitions and scoring models to get going – but falling far short of a complete overhaul of our core processes and roles. So we never fully leverage this technology."
Data from the Bulldog Solutions/Frost & Sullivan Executive Benchmark Assessment highlight that disconnect. Read more.
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