For several good reasons, marketing automation is among
the most significant initiatives in the marketing profession today.
Yet, there remains considerable confusion about what marketing
automation is and how to make it work.
In its original incarnation a few years ago, marketing automation was
seen as a way to make enterprise marketing departments more efficient.
The toolset usually included a database for managing digital assets
(content, art, logos, etc.), a system for managing asset production and
approvals, collaboration tools, a campaign calendar application and some
e-mail and Web content management software.