Marketing Automation Success With European Companies

Wake up, sales enablement professionals, especially those of you in North America. Many of you in firms with marketing automation solutions have not yet seriously set up shop in Europe because you consider firms there to be late adopters of marketing automation. But a small posse of local marketing automation vendors is already enjoying success in this market by addressing local needs more closely. As the marketing automation market matures, more North American vendors will enter Europe and compete, but they may be too late. The most important key to success, as in any market but now accentuated in the age of the customer, will be sales enablement and marketing automation technology vendors and service providers learning to market and sell locally. This report is an update to "Marketing Automation Success With European Companies," originally published on May 13, 2014.