Frequently Asked Questions
What is the biggest challenge to marketing automation integration success, and does it match agencies’ top objective?
Improving marketing and sales alignment is the single greatest challenge, cited by 52% of agency marketers, even though it ranks only third among primary objectives (51%). Meanwhile, improving campaign effectiveness — the top-ranked objective at 61% — drops to a lower-ranked challenge at 45%, a 16-point gap suggesting it’s relatively easier to achieve than to prioritize.
How successful are agency marketers at achieving their marketing automation integration goals?
53% of agency marketers describe their marketing automation integration strategy as “very successful” or best-in-class compared to competitors. Only 3% consider their strategy unsuccessful, with the remaining 44% calling it “somewhat successful.”
What’s the most important metric for measuring the benefits of marketing automation integration?
Revenue generated is by far the top metric, cited by 65% of agency marketers, well ahead of customers acquired at 49%. Conversion rates (45%) round out the top three, while open and click rates rank lowest at just 11%.
How long does it take to see the benefits of marketing automation integration?
Nearly half (49%) of agency marketers believe 6 to 12 months is a reasonable timeframe to realize benefits, while 42% expect results in 6 months or less. Combined, 91% expect to see results within a year, and only 9% think it takes 12 months or more.
What resources do agencies use to integrate marketing automation systems?
A 64% majority of marketing influencers say a combination of outsourced specialists and in-house resources is the most effective approach. Far fewer rely on just one or the other — 22% use in-house resources only, and 14% outsource entirely to specialists.
