Marketing automation platforms (MAPs) are vital tools for many marketing organizations, and like many complex software applications, teams will face challenges before, during and after their deployment.
According to the annual MarTech Replacement Survey, marketing automation platforms have been the most-replaced application in the martech stack for several years.
A full-featured marketing automation is also a sizable investment. Marketing teams are under pressure to demonstrate ROI for their martech tools, which requires a smooth deployment (which often includes a migration from another platform) and a rapid ramp-up time.
1. Utilization challenges
MAP vendors, like many software vendors, struggle to encourage users to use functionality beyond what they are accustomed to, as many companies use only a small subset of their platform’s features. Marketing teams often fail to use capabilities they are paying for as they are trying to prove ROI.
2. The lack of differentiation
The high replacement rate for MAPs suggests vendors are failing to innovate and …