Myth #1 – It’s Easy
The concept isn’t too difficult to grasp, but taking that high-level concept and determining how many touches, what frequency, and which collateral is far from obvious.
Myth #2 – It’s Set It and Forget It
Unless you’re working with a consultant, you’ll need time to engage in some trial and error. And regardless of how thorough and comprehensive your analysis process, when you begin you’ll be forced to make assumptions about content, number of touches, lead scoring values, and other key components.
Myth #3 – Complicated Is Better
The reason for starting simple is that you probably don’t know what you don’t know, and that will force you to make many assumptions.
Myth #4 – One Person Can Do It All
The bottom line is that in almost all cases you’ll need two separate people because the tasks require completely different abilities and aptitudes.
Myth #5 – It’s Just Like Salesforce.com
Salesforce.com is a sales enablement tool that is largely plug-n-play. Sure, you can “customize” it, but that’s a relatively technical project that requires little strategic planning. By contrast, marketing automation is a long journey that will enable the adopter to become a more effective, analytical marketer.
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