A marketing ecosystem is complex and always moving – content flowing in and out, constant communication with potential business, website visitors morphing into humans in the sales office, Twitter followers converting into web leads. Sometimes the breadth of all that is going on feels so overwhelming, we have a tendency to bury our heads in the current project without looking at how it fits into the big picture.
This is a common symptom for marketers – to move project to project and only think about the whole in their annual planning meetings. However, if the platform they were working from was fully integrated in a smart and technologically sound way, where all the moving parts flowed in and out of the same programs – pre-planned and tracked – the universe may not feel as vast.
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