Marketing automation doesn’t have to be so complicated

Will Crist,  host of  (Sales Lead Management Association) SLMA Radio, invited me on his online radio show late last week to discuss the growing saga over b2b sales and marketing alignment and the major obstacles to growth and new revenue, namely a lack of effective communication.

That sales and marketing agree to have regular meetings is one thing, but the substance of those meetings is entirely another. “It’s the kind of communication: throwing snowballs and lobbing invective through the transom,” said Crist, who is CEO of  Sandler Training.

The second half of the program featured an interview with Michael Ward, CEO and founder software company Net-Results. Ward stressed that the adoption rate for marketing automation programs doesn’t jibe with the potential benefits of such programs because, among some vendors, there is too much “complexity” built into the sale. This tends to spook buyers in the SMB.

“Alignment between sales and marketing is fantastic, but it doesn’t have to be some big, scary thing,” he said. “The benefits of marketing automation are actually pretty simple and you don’t have to go through the fires of hell and back to take advantage of marketing automation.”

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