Marketing automation platforms are incredibly powerful tools that have the power to create incredible, effective, revenue-producing marketing programs. And they’re only getting stronger. New capabilities like personalization, AI-generated recommendations, and data integrations are allowing marketing and IT teams to do some truly incredible things. But the allure of those tantalizing features can lead teams to push for them before they’re ready.
These are four foundational aspects of a marketing automation program that are too-often overlooked.
Alignment to Your Business Goals and Marketing Strategy
This may seem obvious, but most technology fails because it doesn’t actually support broader business goals and strategy. …