A recent study of senior Marketo managers reveals their marketing automation teams are small, highly productive and focus predominantly on executing campaigns. Nearly 75% of respondents said they execute more than 30 campaigns in a year, and 74% said they manage a team of 0-3 employees. The focus on executing campaigns means strategic priorities, like having and measuring impact, are at risk of being neglected, according to the study.
Execution-oriented tasks that get daily attention are:
- Building programs, campaign execution
- Platform administration
- Delivering leads/accounts/MQLs to sales
- Putting out fires
- Data management
The focus on execution leaves little time for strategic priorities. Respondents said these were undertaken less than quarterly:
- Developing dynamic content; personalization
- Proving and improving campaign impact
- Scoring program management
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