As marketers start to develop marketing automation integration strategies, they are doing so with specific objectives in mind, according to a new report.
Ascend2 recently published its “Marketing Automation Integration” survey, and statistics showed that the majority of marketers (57%) want to improve campaign effectiveness through their marketing automation integration strategy. About 53% want to improve marketing and sales alignment, while 49% want to improve quality lead generation.
To an extent, the majority of marketers have found their marketing automation integration strategy to be successful. About 55% said their plan has been “somewhat” successful, while 40% of the best-in-class respondents claimed that it has been “very successful.”
A lack of sales and marketing alignment (49%) has been cited as the top challenge to marketing automation integration strategy success.
Achieving Sales and Marketing Alignment
Sales and marketing alignment has been a challenge for marketers for quite some time, according to previous research.
Sojourn Solutions and Econsultancy published the “2019 Marketing Operations Maturity Benchmarking Report” and statistics suggested that the majority of top-performing marketers (41%) “mostly” align with sales on financial objectives, customer success, and organizational structure. However, 45% said they only “somewhat” align with sales on financial objectives, organizational structure and customer success, or claim they do not align at all.
Most top-performing marketers (43%) say they are “fully” aligned and work collaboratively with stakeholders across their organization, but only 23% of all other marketers can claim the same.