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Having an ROI focus is essential to getting the most out of your marketing automation investments, according to a recent study on lead generation marketing effectiveness from Lenskold Group and the Pedowitz Group.
"If you don't apply the right processes behind [a marketing automation system], then you've bought a very expensive email system," says Debbie Qaqish, chief revenue marketing officer, Pedowitz Group, noting that companies that integrate marketing automation with CRM tools are on a better path. "An alignment with sales allows them to be successful."
There are many things a marketer can measure...