Marketing is broken.

We organize our marketing teams around channels: digital, email, social media, mobile, retail and other areas. Each team is assigned a budget, and their success measured. In our effort to be organized and effective, we create teams that end up competing for business against each other, fighting over the same customers to show growth in their channel.

And here’s the basic problem with the channel approach: Customers don’t organize around channels.

Customers see products, brands and services holistically. They don’t care about our internal walls, legacy processes and poorly integrated technologies. Today’s customer journey weaves its way through myriad digital and offline touch points.

Rather than forming these marketing silos, we need to break down the walls between them. By doing this, we can dramatically improve the customer experience, and provide a huge opportunity to drive additional revenue and improve customer loyalty.


Forming a United Front


So, how do we start breaking down silos? Two important tools needed to make this change are Web Experience Management (WEM) and marketing automation. Marketing automation systems like Marketo, HubSpot and Eloqua play an important role in the buying process, helping marketers build a long-term relationship with a prospect throughout the customer lifecycle.

There are three primary components to modern marketing automation systems:

  1. A marketing database that stores all your marketing data, customer interactions, and behaviors. Most marketing automation products can be synchronized with a CRM like
  2. A message delivery engine for the creation, management and automation of marketing activities and conversations, typically via channels like email and social media.
  3. Marketing analytics to measure and optimize marketing’s impact on revenue generation.

The most common use case for marketing automation systems is to manage the lead process, using techniques like lead scoring and lead nurturing to deepen the relationship with prospects and accelerate their pace through the sales process. Marketing automation systems provide a detailed picture of a prospect or customer by providing a single view into their behavior across a variety of channels.