Marketing Still Not Producing Enough Leads, Says CSO Study – #MarketingAutomation
This article follows the same theme of my previous post. Just because a company has purchased or subscribed to a Marketing Automation Platform (MAP), that unto itself will not yield any improved performance in Prospect Acquisition, Engagement, or eventually classifying them as Marketing Qualified Leads (MQLs) and passing them over to Sales for the Close.
When you look carefully at the article, you see that while they talk about Lead Acquisition, (or I as think it should be more correctly called, Prospect Acquisition), it is really about handing true MQLs, over to sales.
Even the best MAP is just a tool that needs to be wielded properly. Otherwise it just sits on the shelf as one more failed initiative.