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What marketing areas in your company benefit most from marketing automation applications?

Rachel Spasser, VP-marketing, Ariba Inc.

Published on .

“Marketing automation impacts most areas of marketing. The tool is important, but the process rigor that is required to use the tool effectively is more transformational than the tool itself. It has forced the organization to work together in a more integrated fashion than it did previously. The groups that will see the most initial benefit are our campaigns team, our lead-qualification team and our field marketing team. And, of course, marketing operations, since now we can have greater visibility into metrics.”
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