Constraints in the Effective Use of Marketing Automation

Though it is true that marketing automation software and platforms offer a whole range of technologies and benefits, it is also a fact that several organizations have not yet been able to take the changes positively. The issue could be the resistance to accept a new change and stick to the conventional methods or it could be the lack of understanding the technology and thus not using it to the optimum.

Some of the factors that result in the limitations of using marketing automation effectively are:

Constraints in the budget allocation

Smaller organizations may not be willing to invest in the software as it exceeds the financial thresholds. They usually keep it on hold though they realize that the investment can save them a major chunk in future. Even in case of bigger organizations, they may not be ready to invest. This requires a workaround and calculation of investment versus the short term and long term benefits.

Complexity of the automation tools

All the marketing automation platforms are not simple to begin with. This creates an impression of complex functioning and companies reconsider the decision of adopting automation. The way to work this out is to get the vendors do the complete installation and implementation on-site and to get the internal resources trained on various applications of the software.


Any change is not accepted easily. If the sales and marketing departments in an organization are very well comfortable using the conventional ways, they may be reluctant to accept automation. Similarly automation integrates the work of these two departments leading them to function with coordination. This change may not face a welcome if people are not ready for it.

Technology issues within the organization

Like any other software and platforms the basic requirements to get the automation software functioning is a sound network and a compatible environment. If there are issues related to access, functioning, compatibility and other technical mishaps, it leads to a waste of time, money and efforts.

Reluctance to change

Employees and even higher officials need to be open to the benefits of adhering to new technologies. In some cases, in spite of all the factors being favorable, people may not be willing to accept advanced technology for no reasons. If the internal resources are not trained on these new concepts, the investment is a big waste. Similarly, several features of the platforms may also be under-estimated if the technology is not understood properly and utilized to its maximum. This in turn affects the ROI.

Once accepted and implemented, the automation processes expect the inputs from the respective teams. Depending on the various utilities that are beneficial for the organization, the marketing or the sales departments are expected to provide the inputs, track the developments and generate the outputs. These results can also be automated for further analysis. It is the responsibility of the concerned employees to work on these aspects and thus set up the processes.  Without a complete and systematic work flow, the automation processes do not yield the maximum benefits that they are expected to.