OPINION: Totally demanding
To make this happen requires technology - and the good news is that it is out there. We can build our model - and then bring in the necessary kit to integrate all these processes and make them work productively and quickly. Multi-channel automation is a reality.
But I'd sound a note of caution. I'm not the first person to say this, and I won't be the last, but in all this is a need to get right down to the basics. If we are to make automated demand generation work we need to get right down into the bowels of our businesses and bring together sales and marketing.