Ten Questions to Ask Yourself Before Investing in a Marketing Automation System

I've had the privilege of speaking with individuals around the world about email marketing and marketing automation. When we reach two critical junctures - determining total cost of ownership and modeling return on investment - I've found the following questions to be instrumental to construct the business case and an adoption roadmap. You see, by answering these questions we expose opportunities and risk and can game plan and help structure projects accordingly. The typical result is a roll out plan with immediate action plans, identified actors, and in some cases a tentative 120 - 365 day game plan for deeper deployment.

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