Other factors seen as major hindrances to marketing automation success include budget limitations (44% of marketers cite as a challenging obstacle), lack of skilled staff (40%), insufficient data quality (34%), lack of management buy-in (23%), and the difficult-to-use interfaces of marketing automation software tools (22%).
Below, additional key findings from the report, which was based on data from a survey of 291 global marketing, sales, and business professionals.
Satisfaction and Goals
- 69% of respondents say their current marketing automation efforts are somewhat successful; 24% say they are very successful; and 7% say they are not successful.
- 45% say improving productivity is one of their top goals for marketing automation; 44% say increasing sales revenue is a top goal.
Resources and Tools
- 52% of respondents say their company handles all of its marketing automation efforts in-house; 41% use a combo of in-house and outsourced resources; 7% fully outsource.
- 41% say the quality of analytics and reporting tools is a top factor in choosing a marketing automation system; 40% say ease of use as a top factor; 34% look for an all-in-one solution.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji