Expectationvs.Reality:TheStateofMarketingAutomationAdoptionandUsageSURVEYREPORTEurope’sleadingmarketingautomationconsultancyclever-touch.comTheStateofMarketingAutomation2ExecutiveSummary3Introduction4Expectationvs.RealityofMarketingAutomation5BusinessReasonsbehindMarketingAutomation6BenefitsacrosstheBusiness8UsageVs.PerceivedUsage10Challenges&BarrierstoSuccess12WarforTalent14TheROIofMarketing15CampaignManagement&Career18SalesandMarketingAlignment20AccountabilityandAlignment21Dashboarding,Reporting&SalesIntelligence22ServiceProviderorRespectedChangeAgent?23InvestinginorPredictingtheFuture?24BuildingouttheStack25TheGrowingImportanceofMarketingAutomation26AdvancingPlatformUsage27Inhouse,OutsourceoraHybridapproach?28Conclusions&KeyTakeaways29AboutCleverTouch31Appendices32ContentsTheStateofMarketingAutomation3ExecutiveSummaryHowever,thereisapositiveoutlookforMarketingAutomationinthegrowingsophisticationofadoptionandusageacrosstheindustry.Manyorganisationsrecognisethattoreachthenextlevelofcomplexity,theyneedexternalsupporttomaximisetheirinvestment.ThisisreflectedinthefactthatmarketingspendonMarketingAutomationissettoincreasein2019—asuresignthatitisdeeply,andpermanently,embeddedinmarketingstrategiesandoperations,acrosstheworld.Thisresearch,conductedtoassessandanalysethestateofMarketingAutomationadoptionandusageacrosstheUK,EMEAandUS,hasfoundunderlyingchallengesfacingseniorMarketersglobally-challengesintherealityofimplementation,inthesearchforskillsandtalentandinaligningsalesandmarketingteams.WhilsttheneedforandadoptionofMarketingAutomationishighacrosstheindustry,thereisaprevalentgapbetweenwhatbusinessesexpectandtherealityofwhatcanbedelivered.WhilstMarketingAutomationisheretostay,underlyingchallengesexistacrossallregionsaroundskillsdevelopmentandtalentmanagement.TheresultsrevealapositiveoutlookforMarketingAutomation,inthegrowingsophisticationofadoptionandusageacrosstheindustry.Butwhilstadoptionishighacrossallregions,therearecommonchallengesstilltobeaddressed.Anoverrelia...
