Sirius Decisions reported a staggering statistic: only 25 percent of marketing automation software users are getting the full value from their system. Marketing automation is a rapidly growing segment of the enterprise software market, but clearly something is missing. Software is an excellent way to automate and streamline processes in the front office, but you can’t just install it and leave it. Software requires a strategy for success.

As part of their Executive Interview Series, the folks over at Marketing Automation Software Guide spoke with executives from the Annuitas Group and Manticore Technology about the marketing automation industry. In the Annuitas Group video, CEO Carlos Hidalgo discusses best practices for implementing a marketing automation strategy. Christopher Doran, VP of Marketing at Manticore Technology, talks about the importance of the vendor/client relationship. Each thought leader provides keen insight on how to achieve the greatest value from implementing a marketing automation system.

You can view the videos below:

Carlos Hidalgo, CEO, Annuitas Group

[youtube]http://www.youtube.com/watch?v=rsEQLXP6fo8[/youtube]

Christopher Doran, Vice President of Marketing, Manticore Technology

[youtube]http://www.youtube.com/watch?v=c-r3oHnc8fc[/youtube]