Marketers blame MA shortcomings on lack of resource

Almost half of B2B marketers blame marketing automation (MA) shortcomings on resource shortages, according to a study by B2B Marketing and Circle Research.

The MA Sophistication Index revealed 46% of respondents feel their MA potential is curtailed by lack of resources. According to the 146 respondents, another prominent barrier to success is data integration, with 43% describing it as a challenge. 

The results proved more positive for departmental alignment and CRM system sophistication, with only 27% and 29% of respondents claiming these factors impede the success of MA efforts respectively. 

Danielle Howe, reports editor at B2B Marketing, commented on the findings: "Regardless of the amount of time marketers use MA software, a lack of resources is often a problem. But one they can overcome by demonstrating ROI and building a business case around that.

"The fact departmental alignment is a stronger aspect of MA activity should be emphasised when marketers seek investment at board level."