Marketing automation platforms have proven value. The number of systems available in the space has tripled each of the last two years, and in the high end of the B2B space penetration has jumped from about 5 percent last year to over 12 percent this year.
But getting anyone outside of the marketing department to use them is tough.
Two challenges to adoption are complexity of marketing automation software and a lack of skilled employees to manage marketing automation. Even inside the marketing department, only a small fraction of employees know how to reinvent themselves to fully use marketing tech.