Are you a marketing leader considering a new or updated marketing automation tool? If you said yes, you aren’t alone. Spending on these tools is expected to grow 120% from 2017 to 2023, reaching $25.1 billion globally. In fact, 37% of marketing leaders at B2B organizations have a short-term goal to implement a new marketing automation tool. Many fail to see the true value.

It can be easy to get lost in the excitement and possibility presented by MA – resigned to dream of some mix of cutting-edge technology and technical wizardry just beyond your grasp. For all the bells and whistles, it’s important to recognize the foundation for what it is, for what it’s always been: marketing.