The fact of the matter is, we do not yet have the appropriate resources or capability to introduce marketing automation wholesale across our businesses. In this sense, there is such a thing as too much automation. What is needed instead is a light touch; automated processes supporting manual and human ones, and facilitating more effective responses.
For each and every automated protocol we implement, the end result should be to make life easier for our human marketing and service teams, giving them the opportunity to do their jobs more efficiently and with greater efficacy.
Our automated strategies must be considered; they must work in harmony with all other aspects of business. By adopting this approach, we can ensure that our efforts are concerted and that our organizations become slick, well-oiled machines, with each individual component working together to achieve a greater aim.
AKA elbow grease.
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