Can marketing automation be the glue that helps align sales and marketing?

Shane Redding
2015 Journal of Direct Data and Digital Marketing Practice  
Marketing is constantly challenged by sales to generate high-quality leads. This can turn into a focus on internal needs and processes, such as new marketing automation solutions, rather than understanding what prospects need and how this can be used to turn them into customers. This article discusses the role that technology can play in business transformation and concludes with an interview with a client, Sophos, that has successfully introduced marketing automation while keeping its eye on the marketplace.
doi:10.1057/dddmp.2015.27 fatcat:n4iclnsdargudeco6pvkezn4k4