Channels and tools
Marketing automation is the use of software built on artificial intelligence, algorithms and language analysis to hand repetitive marketing work over to a machine: splitting customers by interest, merging data arriving from different sources, launching campaigns when a segment is ready to buy.
The outcome depends on how the company designed its own flows before buying the tool: two companies running the same platform get different results, because each poured its own definition of a lead and of a conversion into it.
An example
The platform records a lead when somebody downloads a document, while the sales network only calls it a lead once a quotation has been requested. In the boardroom the two numbers contradict each other and the argument about attribution, meaning which channel takes credit for a sale, turns into one opinion against another. Redraw the boundary between Marketing and Sales first, then configure the platform.
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