You may be starting out, or well into rethinking how your company can make use of marketing automation tools and platforms. There are many options. Before you dive into finding the best solution for your business, pause for a second, and test your Business Objectives (not your marketing objectives and goals).
Pick one to three solid, actionable objectives then walk them up the 'building'. See how the bottom two layers inform the channels (e.g. email, SEM, display ads) you have at your disposal. Gather the data shared by customers (emails, chats, clicks) and in this resulting data your visitors will tell you:
1. What customers are looking for
2. How you show up for them
3. What is valuable in your offering
