by Sarah Kelleher 
I’ve worked with over 100 companies at the very beginning of their Marketing Automation journey and it’s such an exciting opportunity with loads of wins and great results to be had. But there are some pitfalls that can make this a daunting process. When I came across these 3 Marketing Automation roadblocks, I nodded my way through the whole article. I’ve seen all three barriers come up again and again in companies of all shapes and sizes. Knowing how to overcome, or better prevent, these blockers, will make your Marketing Automation journey plain sailing. There are tips to tackle:
- Lack of alignment between sales and marketing
- Inaccurate contact data
- Failure to document strategy
Salesforce’s 2016 State of Marketing report shows 72 percent of top marketing teams will increase spending for marketing solutions and tech in the next two years, with marketing automation being one of the fastest-growing categories. As B2B marketers continue to see the value and benefits of using marketing automation, including increased productivity that directly affects the company’s bottom line, it’s important for them to eliminate any barriers that would prevent them from achieving their marketing automation goals.