This is the second of a three-part series delving into the process for selection and preparation for CRM + marketing automation implementation.
In this installment, we delve deeper into the importance of data, the four categories of data, and how this will cause you to rethink your CTAs and webforms.
In the first series in this installment, I explained how to choose a marketing automation platform and the four essential pillars needed to support an effective marketing automation plan. The first pillar was data. To elaborate on that, given all the attention and resources applied to the collection and analysis of data, one would think this is pretty well buttoned-up. But in practice, we often see major chasms across the data landscape.