CFOs pressure marketing to enhance performance or reduce expenses, creating a dilemma for marketers who fear reduced tool investment could hamper performance. Legacy providers' inflexibility and rising costs pose challenges to value alignment.
New marketing automation platforms offer superior capabilities, user-friendly interfaces, and integrated reporting at lower costs compared to legacy options. Switching effort and complexity are primary concerns despite evident benefits.
When evaluating new platforms, prioritize robust CRM integration and customer data platforms (CDPs) to streamline data management and enhance market responsiveness. Integrated CDPs reduce errors, save time, and consolidate platforms for better insights.
Latest marketing automation platforms incorporate advanced reporting and analytics tools, eliminating the need for supplementary platforms. User-friendly interfaces empower team members to independently generate insights, simplifying data analysis.
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