It helps our customers to attract new potential buyers, engage them and keep them engaged throughout the buying process, connect into the sales organization and help them to prioritize that demand for sales in the form of leads, accounts and intelligence, based on how they're interacting with marketing - and then be able to measure the impact of marketing...[This helps] make sense of the pipeline [marketing] is driving and the revenue it's driving, and connect that back to marketing channels, content and touchpoints so you know programs to feed and those to back off of.
If you think about marketing automation and the workflow, who else needs to be involved? If it touches the ecommerce team, for instance, and they're involved in what the experience needs to be and what content needs to be sent to your customers, that requires a level of coordination between [ecommerce, experience, and marketing] teams.
The first step is having a project plan.
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