Increasing sales revenues and lead generation were the most important objectives of a marketing automation strategy, each cited by 47%, followed by improving lead nurturing (44%), customer engagement (37%) and marketing productivity (33%). Though personalization is hot, just 25% ranked improving campaign targeting as an important objective.
Despite the powerful effect of sharing data companywide and the ability for marketing automation technology to help with that, only one-fifth of respondents said improving marketing-sales alignment was a top priority for marketing automation. This is in line with CallidusCloud’s finding that technology solutions were fragmented across B2B sales and marketing departments. About three in 10 (31.4%) respondents said both departments had automation technology solutions, and among marketers only, just 28.6% said so.