Much has been written about marketing automation. It's a hot topic, and rightly so. Anyone who reads this blog knows how much I believe in the need to have technology in order to execute on marketing strategies in today's digital business environment. But what often gets overlooked is who owns the marketing automation system.
The word "automation" leads people to think that the system runs itself. But that's a misconception. Sure, it'll fire off emails for nurturing programs, or send an alert to a salesperson when a lead's score tops out. But, that's just a gnat's eyelash of what's possible.
If your company buys into the concept of marketing automation - and, in my honest opinion, they should - then you need to also think about who will have the relationship with your system. It's important. In fact, it's critical.
Find out why you need a system owner and how to build the business case to get one in this interview Craig did with Christopher Doran, VP of Marketing for Manticore Technology (@cdoran). Craig also shares his thoughts on creating a baseline to get you started with metrics.
For a deeper dive, there's also a link to download Craig's section of The Quinessential Marketing Automation Guidebook. If you haven't read it, you should.