Why is it that organizations struggle to understand where leads are coming from? What sources drive the most revenue for your business? Why is this field such a nightmare for marketing operations? One of the most painstaking tasks for a marketing team, particularly one on Salesforce and/or a marketing automation platform, is to define a static set of lead sources that represent all of the many customer engagement channels.

If you grew up in the 80s like me, thinking back on your childhood is like a walk through Nintendo’s Hame of Fame. From beloved plumbers to skyscraper-climbing gorillas, Nintendo has been synonymous with video games since the industry went mainstream in the early/mid 80s. For decades, Nintendo was the pink elephant in the video-gaming room.

Most modern marketers focus considerable attention on things like content strategy, SEO, and other inbound tactics. They create and design content, write blogs to engage their personas, and hope everyday yields a few good leads from a web form or chat plugin.

Smart businesses today depend on the delivery of a cohesive customer experience that seamlessly blends Marketing and Sales organizations to close a deal and grow a relationship. The two teams are so tightly intertwined and dependent on one another that logically, one would think the partnership would be absolute bliss. But so often that is not the case.

Too many companies invest in marketing automation solutions and continue to execute the same batch-n-blast email marketing campaigns. It is incredibly difficult to take the first step to lead nurturing, it can be daunting, but a change needs to be implemented in order to realize the full capabilities of their technology.

The evolution of marketing technology has evolved by leaps and bounds, providing marketers unique tools to reach their audience in a single, automated swoop. Marketing technology nowadays empowers marketers to communicate with their global network of potential and existing customers. The dynamic puissance of a simple automated campaign is boundless, organizationally impactful, yet also extremely dangerous when in the wrong, albeit untrained, hands.