Sales in today's environment is more competitive than ever, with the power switching from the seller to the buyer. This is leading to increased marketing pressure, and shrinking deal sizes with informed buyers driving hard bargains.
Marketing spent continues to increase and is becoming more fragmented and demanding on internal resources. The costs for marketing continue to increase, with marketing resources delivering ebooks, webinars, managing websites, doing blog posts, landing pages and email blasts. The costs are continually escalating and are not yielding proportional new sales.
So businesses need to rethink their marketing strategies and re-focus their marketing efforts. Setting up marketing automation and integrating the various disciplines is a natural step to automate the repetitive processes, and focus sales on closing the hot prospects.