B2B marketers head down the marketing automation path with grand visions:
"We'll be delivering endless supplies of great leads to the sales team."
"Salespeople will jump all over every lead we pass."
"Prospects will look at us as a source of valuable information in their problem solving cycle."
"We'll be heroes for our huge contribution to revenue."
But most companies never achieve this vision because they fall into traps along the way. They don't anticipate the content, process, and skill changes required to leverage the full capabilities of marketing automation.
In this teleconference, Jeff Ernst introduces Forrester's Marketing Automation Maturity Model and gives you practical advice on how to use automation to improve your lead generation and management process, better align with sales, and have a greater effect on the sales pipeline.
- Which path do most marketing automation implementations take?
- Where do you fall on Forrester's Marketing Automation Maturity Model?
- How can your marketing and sales teams advance along the path to higher levels of maturity?
Vendors mentioned: Aprimo, Eloqua, Manticore Technology, Marketo, Silverpop