Marketing teams may juggle multiple software platforms to manage different functions and needs. Mailchimp may be used to distribute newsletters or mass emails. Another software may be used to manage media contacts. Yet another could track SEO results.
Multiple systems mean that information is scattered across many different platforms. Some team members may have access to all, while others might have no access at all.
Communication drives success, and marketing automation systems serve as a master resource that holds all the tools necessary to optimize results, successfully manage current client needs and drive new business.