According to Forrester’s article “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014, the companies that implemented marketing automation tools noticed a strong relationship between their sales and marketing through various elements.

• A 13 % advantage when defining and executing programs on the ground
• A 17 % improvement when working with customer and prospect requests
• A 12 % benefit in managing pipeline leads

Furthermore, the current reality of companies knew important changes, the consumers are more educated, and before making a decision of purchase, they make many searches. According to DemandGen Report:

• 78% start the buying process with a web search
• 50% turn to social media and peer reviews

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