Asking the right question: How to evaluate marketing automation.

If you’re considering a marketing automation solution, you’re probably familiar with the benefits: incredible productivity, targeted engagement, alignment with sales, and serious insight into what’s working—and what isn’t.
But the truth is that not everyone who adopts marketing automation is thrilled with the results. According to a recent survey by Raab Associates and VentureBeat, 25% of companies using marketing automation say the benefits weren’t worth the investment. But that also means that 75% of companies are achieving their goals with marketing automation—in fact, many are going far beyond their own expectations.

We have split the document into two parts. To read Part 2, click here.