Marketing Automation Software (MAS) seems like it should be a slam-dunk for companies: You build a campaign, automatically send it out, track responses, and reap rewards. “Companies that use marketing automation source more pipeline from marketing, have more productive sales reps, and experience better revenue attainment (Marketing Pilgrim, 2013)”.
So why have 49% of companies stated they were “unsure” about whether their investment in marketing automation was worth it (Venturebeat, 2014), even though 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months? What about MAS makes it so difficult to perceive a positive return on investment? What can the software do to enhance your business?