Recently, I’ve read articles detailing the recent and projected exponential growth of marketing automation. I've also seen quarterly press releases from marketing automation vendors that tout the addition of hundreds of customers. If we believe press clippings, it seems that marketing automation is poised for limitless growth. But is it really? Or is it just hype? Are we seeing a relatively new industry on the down slope?

I’m certainly not a doomsday kind of guy, but I think we have to take a look at some data beyond new customer acquisition so we can get a more accurate view of what’s happening in this space. Consider these statistics:

• Earlier this year, the Propelling Brands Blog stated, “Less than 25% of organizations that have implemented a [marketing automation platform] fully currently utilize its potential.”



• According to a recent study, 78% of marketers state that generating high-quality leads is still their biggest challenge.



• Various reports have between 70-90% of leads still being ignored and going to waste.

Wasn’t marketing automation supposed to fix these issues? Wasn’t it going to make generating quality leads easier? Wasn’t it going to be the savior for marketing departments, making marketing more effective and more efficient?

Let’s be honest. Historically, marketing has not had the level of status that other departments have had at B2B organizations. Only recently has marketing been seen as relevant to the B2B buyer. Traditionally, marketing has been seen as a cost center---and one of the first places to go for cutting expenses when budgets get trimmed. Today, with the help of marketing automation, marketers are convincing management that they are relevant, that they do drive sales, and that they do contribute to the bottom line. But if the stats are true and the effectiveness of marketing automation is not being realized, we (as marketers) are then back to being seen as a cost center. With this being the case, how much longer will CFOs continue to approve automation purchases? If the very marketers who are using these solutions are failing to demonstrate the value coupled with the increased financial scrutiny in companies today, this won’t continue much longer.

Don’t get me wrong. I am a huge proponent of marketing automation. But I believe that too many marketers have bought into the promise that the technology is the answer to their marketing and lead-generation problems. But that’s just not the case. Technology alone cannot solve the problems marketers face today. Today’s research is proving this out more and more.

To be successful and get the true value from a marketing automation investment it is imperative to make sure that solid process, people, and content are in place. Marketers must define and develop lead management and business processes---beyond just scoring and nurturing. They must have the right people who understand demand generation, lead management, and the role of technology. They must have relevant content that engages the buyer, allowing them to learn and move through the buying cycle. If these elements are not in place, marketing automation will eventually be a wasted investment, one that executives may stop approving for purchase, and an industry that could be slipping away.