24. Choosing the Right Marketing Automation Platform: A SME Success Story

Marketing automation can serve as a central docking station that brings together other important marketing technologies (MarTech), which according to research amount to about 8000 solutions as of 2020 (https://​chiefmartec.​com/​2020/​04/​marketing-technology-landscape-2020-martech-5000/​. Accessed May 18, 2020). This and the fact that the decision-making processes for technology investments within B2B organizations are driven by cross-functional stakeholders, makes choosing the right marketing automation platform an endeavor that involves a great deal of alignment efforts and probably a redefinition of the role of marketing within the organization. This case study shows how a medium-sized enterprise successfully deployed that essential process for building the basis for a sustainable MarTech stack infrastructure as part of the journey toward predictive profit marketing.