Before selecting a marketing automation tool for Microsoft Dynamics, you need to document goals, identify data and create a plan. You also need organizational alignment about how much time, money and resources you need for marketing automation.
Many people purchase a tool and then complain that it is not performing. This is often due to tossing the product to an individual in the marketing or technology team and asking them to “figure it out”. This is an impossible task. If an organization does not commit to mapping the buyer journey to their web presence, the tool will never perform to expectations. You need alignment of goals, a plan and a content strategy to get it working successfully.