Making your staff more efficient and eliminating unnecessary waste is a prerequisite for any company of size that is marketing automation-ready, said Ethan Tyrell, president and founder of Tyrell Marketing.

“While there are some pros and cons to both automation platforms, marketers must know their product – and therefore their organization and offerings – before adopting automation. Otherwise, you may run into obstacles and can miss out on opportunities you have perfectly planned out.”

From ClickForms to Marketo, there are no shortage of ad tech tools marketers should use to create digital engagement with their target audiences. Yet as Tyrell pointed out, few organizations get the chance to learn, manipulate, and perfect the product before they take the plunge. “Don’t let the fancy names fool you; no one ever says ‘smarter systems, faster times’ at a doctor’s office.”

This post is part of our contributor series. The views expressed are the author’s own and not necessarily shared by TNW.

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