December 2014 polling by CallidusCloud also found bleak results, this time among sales and marketing professionals worldwide from business-to-business (B2B) firms—often considered more advanced at marketing automation than their business-to-consumer counterparts. Just under 13% of respondents said they had successfully automated 75% or more of their sales and marketing processes. Meanwhile, more than half said fewer than 50% of their processes had been automated, with the majority of that group automating less than 25%.
Marketers looking to accomplish a list of goals would be wise to jump on the automation train quickly. Among Ascend2 respondents, 86% said marketing automation was successful to some level at achieving important objectives. However, just 25% ranked this as “very” successful, suggesting room for improvement among users. Read the rest at eMarketer.