Categories: Digital Strategy, Digital Marketing, Platforms, Technology

In late 2015, I was asked to provide a recommendation for a marketing automation platform for my employer.

Instead of providing a simple comparison among products, I decided to rate each marketing automation area (e.g., email marketing, landing pages, etc.) based upon historical company performance, and outline a “vision for the future” for each. In this way, decision-makers would be able to increase their awareness before making any strategic platform decisions.

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