Extremely well said, Mitch. I gave a speech at a conference recently on this very thing.
Marketing automation, done well, can improve efficiency tenfold. And, coupled with testing, can improve effectiveness quicker than ever before.
But rather than use it to get closer to your customer or deliver comms when and where they want it, most companies end up sending out worse crap than they used to. And more of it!
Thanks for highlighting – and the great read.