Marketing automation could nurture leads and develop better relationships with prospects before they even interact with the marketing team. Much of the purchasing process is overseen by the marketing team. The team ensures that data obtained from leads is used through automated marketing processes to achieve better results. Research reveals that only a quarter of buyers reveal their interest in purchasing in the early stages of product development. The remaining majority become interested in products and services through automated marketing activities in the digital age (Chaffey et al 515). Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay Marketing automation could keep customers informed; therefore, their ability to make a larger purchase. During the lead nurturing process through automated activities, customers learn more about the organizations they have interacted with. Providing more relevant information to customers provides a platform for organizations to earn more revenue through larger purchases resulting from nurtured relationships (Baker, Michael, and Hart 16). Marketing automation could provide visibility into customer behavior by collecting relevant information about their Internet activities. Marketers who understand their customer become more strategic in their communications because automated marketing tools provide them with relevant information related to their audience. Marketing automation could also prioritize leads by scoring them based on activities recorded by CRM tools. The scores could be useful in assessing the level of interest and intentions to purchase products or services (Baker, Michael and Hart 38). Limitations of Marketing Automation It might be difficult to set clear goals when automated marketing processes are used alongside the CRM marketing tool. It is necessary for an organization to define a clear set of objectives that it strives to achieve in building a customer relationship. Most organizations that use CRM marketing tool do not have well-defined goals that they intend to implement. In many cases, objectives are not measurable; thus, organizations cannot evaluate the benefits and challenges of using CRM (Baker, Michael, and Hart 385). It might be difficult to build a core team that would work on implementing CRM in marketing. Many organizations seem to think that it is the job of the IT person to manage and control the entire process. It is necessary that a competent team be put in place to initiate the CRM implementation process. Keep in mind: this is just a sample. Get a personalized document from our expert writers now. Get a Custom Essay Defining the marketing automation process could be a difficult task. problem for the organization. Without a clear project definition, it is guaranteed that the project will not succeed. It would be appropriate if all aspects of the marketing automation process were defined to ensure the security and effectiveness of the project. Additionally, it can be difficult to realign marketing automation programs with company culture. It is necessary for business owners to map their operations with CRM application to provide an environment 429).