In my State of Marketing Technology Winter 2015 report, two types of solution stood out from the pack: customer relationship management (CRM) and marketing automation. But not necessarily for the right reasons.
These two stalwarts of B2B tools first catch your attention in the report because the research shows they have the highest total cost of ownership. But to label them “expensive” would only be telling half the story.
You see, CRM and marketing automation platforms (MAPs) also have some of the highest returns of investment of any marketing technologies, so the expense is largely justified.
With that in mind, it was with interest that I spent some time recently looking at Greenrope, a solution that combines CRM and marketing automation into one platform.
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