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The Smart Techie was renamed Siliconindia India Edition starting Feb 2012 to continue the nearly two decade track record of excellence of our US edition.

May - 2011 - issue > Technology

Move Over CRM, Marketing Automation has Arrived

Srihari Kumar
Friday, April 29, 2011
Srihari Kumar
“Sales is from Mars, Marketing is from Venus; the twain don’t see eye to eye” was an oft repeated quote in several enterprises. For ages marketing and sales have functioned in separate silos, unappreciative of each others efforts and costing their organization millions in revenue every year as a result of this divisional misalignment.

But that is becoming passé, thanks to Marketing Automation technology.

Marketing Automation pioneered as an on-premise module added on to key CRM functions in the early 1990’s, but the technology really gathered steam when the concept of SaaS took off in early 2000’s. It has taken more than a decade for marketing automation to become mainstream, but in the recent past, it is becoming a must-have for enterprise marketing departments.

1,500 new customers adopted Marketing Automation systems in 2010. The year also saw some big industry names like, Oracle, IBM and Teradata entering the market and it is estimated that taken together, the combined Marketing Automation revenue of all vendor companies in this space is well over $1billion.
In this article, we will explore the factors that have contributed to the recent rapid adoption of Marketing Automation, what is necessary to make the Marketing Automation implementation successful, and the astonishing results some enterprise marketing departments have achieved with Marketing Automation.

The Rise of Marketing Automation

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