IDC has predicted that in the next four years, marketing automation will display the most rapid segment growth of the CRM space, and that by 2017; chief marketing officers (CMOs) will have IT budgets larger than those presently given to chief information officers (CIOs)(1). With the recent purchase or MarketingPilot and the announcement that the software will be adapted into the Microsoft Dynamics CRM platform, Microsoft is positioning themselves to be in line with the IDC predictions.
This new acquisition will allow marketers to plan, execute and regulate interactions between customers you will also be able to monitor such interactions over digital, social and traditional channels (1). This will also allow marketers to see how increased revenue will result from these new efforts.
While these are just generalizations of what is to come from Microsoft, we cannot help to be excited for the streamlining of marketing operations and the ability to create automated and measurable multi-channel marketing campaigns that this new addition will bring.
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Read more about the acquisition of MarketingPilot here.1