Why enterprise marketers should embrace automation

05/14/2014 | Marketo

Successful use of marketing automation in the business-to-business context depends on how the technology is implemented, proper alignment with organizational structure and use of the right methodology for cross-functionality, writes Shyna Zhang. "[T]he hurdles that might stand between an enterprise company and implementing marketing automation are the very same hurdles that marketing automation addresses so very well," Zhang adds.

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