Marketing automation tools (MAT) are all the rage; they're sophisticated pieces of technology that everyone can find useful to some degree. What’s true in theory, however, is not always true in fact. Introducing a marketing automation tool into your marketing and sales technology pipeline can result in unforeseen technology problems as well as unforeseen internal costs. I would like to introduce a way for you to think through whether you are ready for these tools, or if another technology choice might give you better return.
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