As a term marketing automation strongly refers to the marketing department. However, the goals of automating marketing should derive from the company's business goals - why and how the company wants to reach and serve its customers in the digital world. Marketing automation is more than just technology: it is a part of a bigger change in the way the company does business. In the best scenario it affects the whole organisation and encourages into new ways of marketing, sales and service. In the worst case scenario it is used only as a newsletter tool by a few people in the organisation.
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